One of WPP’s leading media investment companies- GroupM has collaborated with the Indian Outdoor Advertising Association (IOAA) to form a dedicated task-force committee dedicated to advancing sustainable practices within the Out-of-Home (OOH) advertising industry and ensuring that 50% of all advertising sites in India utilise recyclable materials by 2027.
As one of the leaders in India’s OOH advertising space, GroupM is committed to leveraging its market leadership to create best-in-class solutions and drive the industry toward a more sustainable future and to inspire widespread adoption of sustainable practices across the sector.
The committee, comprising Ajay Mehta, MD- Cinema, OOH, and Experiential Marketing at GroupM, along with industry leaders- Pawan Bansal, Chairman of IOAA, and Pramod Bhandula, Executive Chairman of JCDecaux Advertising India, will be focused on guiding media owners in adopting sustainable practices and ensuring that media owners embrace GroupM’s vision for an environmentally responsible and sustainable OOH landscape.
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 and will be responsible for developing a roadmap for transitioning OOH assets to renewable energy and enhancing cost efficiency through bulk procurement.
Additionally, the committee will also explore alternative, sustainable materials such as fabric and polyethylene to replace traditional flex, aiming for options that are lightweight, weather-resistant, recyclable, and durable. Furthermore, it will also conduct due diligence to vet suppliers, and negotiate bulk deals to ensure a cost-neutral transition.
As part of the collaboration, “Take Back Program” will also be introduced to recycle used billboard materials in partnership with nonprofit organisations with an intention to further minimize 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.
As of now, GroupM’s OOH Solutions team has already piloted sustainability initiatives with brands such as ICICI, Zepto, and Blinkit, using polyethylene fabric, showcasing actionable solutions that align with sustainable principles.
Commenting on the initiative, Ajay Mehta, MD- Cinema, OOH, and Experiential Marketing, GroupM, 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.”
To this, Pawan Bansal, Chairman, Indian Outdoor Advertising Association, 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.”
Furthermore, Pramod Bhandula, Executive Chairman, JCDecaux Advertising India, also mentioned, “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.”
