GroupM, WPP’s media investment group, has teamed up with the IOAA (Indian Outdoor Advertising Association) to make outdoor advertising (OOH) more sustainable. They have formed a special task force to promote eco-friendly practices in the OOH advertising industry across India.
Driving Change in the OOH Sector
As a leader in the OOH industry, GroupM aims to lead the shift toward a sustainable future. This new partnership seeks to encourage media owners to adopt green solutions, ensuring the use of recyclable materials and environmentally friendly methods in advertising.
The task force includes experts such as Ajay Mehta, Managing Director of Cinema, OOH, and Experiential Marketing at GroupM; Pawan Bansal, Chairman of IOAA; and Pramod Bhandula, Executive Chairman of JCDecaux Advertising India. The team’s main goal is to ensure that by 2027, 50% of all advertising sites in India use recyclable materials.
Renewable Energy and Green Materials
As digital OOH (DOOH) advertising grows, power consumption is also increasing. The task force plans to promote renewable energy, focusing on solar power to run advertising sites efficiently. They will also explore alternative materials like polyethylene and fabric, which are lightweight, weatherproof, and recyclable, to replace traditional flex materials.
The team will vet suppliers and negotiate bulk deals to make these transitions cost-effective. This ensures that going green doesn’t become a financial burden for media owners.
Recycling and Accountability
The partnership will introduce a “Take Back Program” to recycle used billboard materials. By working with nonprofit organizations, this initiative will help reduce waste and create a culture of responsibility in the advertising industry. The task force will also rely on insights from the World Out of Home Organization (WOO) to align with global sustainability efforts.
Pioneering Sustainable Solutions
GroupM has already started piloting these ideas with brands like ICICI, Zepto, and Blinkit. They have successfully used polyethylene fabric for their advertisements, proving that sustainability can align with innovation.
“Sustainability should become the norm, not the exception,” said Ajay Mehta of GroupM. Similarly, Pawan Bansal of IOAA emphasized the importance of guiding the industry toward eco-friendly practices, while Pramod Bhandula of JCDecaux highlighted the need for positive change to secure the future of outdoor advertising.
This collaboration sets a powerful example for industries worldwide to balance business growth with environmental care.
