Shaping OOH for the new era of sustainability
Indian Outdoor Advertising Association (IOAA)
Indian Outdoor Advertising Association (IOAA) is the national body of Outdoor Media owners with 220+ members.
The transition to fabric media could invite greater ad investments
The Indian OOH is undergoing a transition towards sustainable advertising by moving away from PVC flex. The eco-friendly fabric alternative is more than just a sustainable alternative for the new age of OOH since it attracts brands with sustainable principles to invest in OOH media.?
The impact of PVC flex on the environment is grave. Today, tonnes of flex are burnt up and discarded after a single campaign. Yet, another portion of this flex aids rural areas to protect their houses. It is also distributed to the transport industry to protect the goods under a sheath of PVC flex. Today, with the stringent profit margins, one may question how the expensive fabric medium will be fitting for OOH.?
Commenting on the nature of fabric-based media, Manesh Kumar , Director, AtKove LLP, and Secretary of All India Printable Fabric Manufacturer Association, says, “This change has been of major advantage for printers especially, due to easy workability and handling.”
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The industry leaders are positive that the shift towards fabric will add to the aesthetic output of the creatives. “Fabric-based media have distinct advantages over other printing media and are aesthetically more pleasing. With proper orders and execution, Kerala state is becoming a role model for the country. Almost 100% of OOH appears on fabrics. OOH stakeholders are beautifully adapting to this change,” added Manesh.?
The single-use flex certainly has its pros and cons. However, is the fabric-based media well-equipped to entirely replace the PVC flex? With sustainable and economic alternatives of fabric made available in recent years, the possibility seems high. Yet, it remains to be seen.