Mumbai: GroupM, WPP’s media investment group, has partnered with the Indian Outdoor Advertising Association (IOAA) to form a dedicated task-force committee aimed at driving sustainable practices within the Out-of-Home (OOH) advertising industry.
As a leader in the OOH advertising space, GroupM is committed to leveraging its market leadership to create best-in-class solutions that push the industry toward a more sustainable future. The collaboration will focus on inspiring the widespread adoption of sustainable practices across the sector, encouraging media owners to embrace environmentally responsible solutions and ensuring a greener OOH landscape.
The newly formed committee includes Ajay Mehta, MD Cinema, OOH, and Experiential Marketing at GroupM, along with key industry leaders such as Pawan Bansal, Chairman of IOAA, and Pramod Bhandula, Executive Chairman of JCDecaux Advertising India Pvt Ltd. The committee’s goal is to guide media owners in adopting sustainable practices, with an ambitious target of ensuring that 50% of all advertising sites in India use recyclable materials by 2027.
With the rise of Digital Out-of-Home (DOOH) advertising, the committee also aims to tackle increased power consumption by prioritizing the adoption of renewable energy sources, especially solar power. The task force will create a roadmap to transition OOH assets to renewable energy and enhance cost efficiency through bulk procurement. Additionally, the committee will explore sustainable materials such as fabric and polyethylene to replace traditional flex, ensuring options are lightweight, weather-resistant, recyclable, and durable. Due diligence will be carried out to assess suppliers, and bulk deals will be negotiated to make the transition cost-neutral.
A “Take Back Program” will also be introduced to recycle used billboard materials, in collaboration with nonprofit organizations, to reduce waste and promote industry-wide accountability. Insights from the World Out of Home Organization (WOO) will also be leveraged to support global sustainability efforts within the OOH space.
GroupM’s OOH Solutions team has already piloted sustainability initiatives with leading brands such as ICICI, Zepto, and Blinkit, using polyethylene fabric, which aligns with sustainable advertising practices.
Ajay Mehta, MD Cinema, OOH, and Experiential Marketing at GroupM, emphasized, “As leaders in the media industry, it is our responsibility to move the needle, inspire transformation, and ensure that sustainable practices become the norm rather than the exception. I truly believe that we should all do good while doing well, and this committee will strive to balance innovative advertising with environmental responsibility.”
Pawan Bansal, Chairman of IOAA, commented, “Sustainability is the future of advertising and IOAA is committed to guiding media owners toward responsible, eco-friendly practices. This initiative will not only reshape the future of outdoor advertising but also set a benchmark for industries worldwide to follow in balancing growth with environmental stewardship.”
Pramod Bhandula, Executive Chairman of JCDecaux Advertising India Pvt Ltd., added, “Sustainability is not just an option; it is a necessity for the future of our industry. At JCDecaux, we believe in driving positive change by embracing greener solutions that leave a lasting impact. This collaboration will propel the outdoor advertising sector toward a sustainable, innovative, and environmentally conscious future.”
This strategic collaboration reflects a shared commitment to driving positive change within the OOH advertising industry, ensuring long-term sustainability while maintaining industry leadership.
