Noomi Mehta, Indrajit Sen, from IOAA explained the OOH professionals on the activities, challenges, and days ahead of outdoor advertising in India

This year, once again, IOAA heads- Noomi Mehta, President, and Indrajit Sen, Executive Director took the centre stage to conduct an Open House session on the 2nd day of OAC 2018 held in Mumbai. Noomi & Indrajit in a joint presentation touched upon some of the most critical issues that concern the Indian OOH industry, such as, regulatory matters (licensing policies, imposition of taxes with retrospective effect &/or new taxes / duties leading to unmanageably high cost base, curbs on use of PVC flex/vinyl), payment irregularities (delays in receipt of POs, variance in rates between pre-campaign commitments and post-campaign issue of PO, discounts & credit notes, delay in receipt of payments), among others.

Sharing their fresh initiative on the training part, the IOAA is a board member of the Media and entertainment skill development council conducted three sets of training programmes in the last fiscal on topics like sales. Also, on the legal side, the forum had also had hired a legal expert to address the legal concerns of the members.

IOAA is helping to establish viable alternative material and processes so that industry is never held to ransom. The body is working on the alternate use of existing material to recycle effectively without adding to the ground or water pollution. Requesting the members to come forward to join hands on reporting the illegal hoardings, the IOAA also promised to work closely with all the stakeholders in the industry.