GroupM, WPP’s media investment group, has announced its collaboration with the Indian Outdoor Advertising Association (IOAA). 

With this partnership, it will form a dedicated task force committee to advance sustainable practices within the Out-of-Home (OOH) advertising industry.

The goal is to inspire widespread adoption of sustainable practices across the sector, ensuring that media owners embrace GroupM’s vision for an environmentally responsible and sustainable OOH landscape.

Ajay Mehta, managing director cinema, OOH, and experiential marketing, GroupM, along with industry leaders Pawan Bansal, chairman, IOAA, and Pramod Bhandula, executive chairman, JCDecaux Advertising India, is focused on guiding media owners in adopting sustainable practices. 

The committee’s ambitious target is to ensure that 50% of all advertising sites in India utilise recyclable materials by 2027.

To address the rise in power consumption from the transition to Digital Out-of-Home (DOOH) advertising, the task force will prioritise the adoption of renewable energy, particularly solar power. The committee will develop a roadmap for transitioning OOH assets to renewable energy and enhancing cost efficiency through bulk procurement.

Additionally, the committee will explore alternative, sustainable materials such as fabric and polyethene to replace traditional flex, aiming for options that are lightweight, weather-resistant, recyclable, and durable. Due diligence will be conducted to vet suppliers, and bulk deals will be negotiated to ensure a cost-neutral transition.

A “Take Back Program” will also be introduced to recycle used billboard materials in partnership with non-profit organisations. This initiative aims to further minimise waste and encourage industry-wide accountability.

The committee’s mission is to foster environmental responsibility among media owners and partners, ensuring the widespread adoption of sustainable practices. Insights from the World Out of Home Organisation (WOO) will also be leveraged to support global sustainability efforts within the OOH space.

Mehta said, “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, IOAA, added, "Sustainability is the future of advertising and IOAA is committed to guiding media owners towards 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, JCDecaux Advertising India, said, "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 towards a sustainable, innovative, and environmentally-conscious future."