ABOUT THE BOOK
fjrigjwwe9r0pp_Books:Description
The origin of advertising goes back to “outdoor”, which
is the oldest form of the advertising medium and later evolved as Out of Home
advertising (OOH). The OOH media can be “an instrument of change” for Indian
cities and help them transform to SMART cities, it can be a delivery vehicle
through which critical civic amenities and services can be offered by the Urban
Local Bodies and Municipal Corporations in addition to widening their financial
resource base. The book in three volumes tries to trace the OOH evolution and
offer meaningful alternatives, recommendations on the OOH advertising policy
framework for cities. A 360 degree approach has been attempted to understand
the OOH medium from advertiser, media planning and creative design aspect, as
they along with other physical aspects of the OOH device play a vital role in
acceptance of the OOH medium as a primary mode of advertisement.
The growth of OOH medium had been organic, fragmented
and unplanned leading to abuse and manipulation by some unscrupulous
stakeholders, bringing it to disrepute and litigations. The menace of illegal
media and utter disregard for safety, led the Hon`ble Supreme Court and other
State High Courts to intervene, often resulting in a direction for total ban on
outdoor media, which have detrimental implications. In absence of a proper
understanding and a scientific policy framework, the Municipal Bodies adopt and
implement knee jerk policy decisions. Honest media concessionaires and
advertisers suffer from such abrupt decisions and disruptions, along with the
city Municipal Corporations losing on key revenue base.
The book provides insights and an in depth
understanding of the medium, its characteristics and principles for a planned
approach for development of the OOH medium. It outlines various approaches and
tries to provide a direction on design principles. This Volume-I provides a
glimpse into the Origin of Outdoor advertising internationally as well as
within India. It highlights the role of outdoor advertising within a city and
its relationship with other stake holders. It draws the relationship between
Outdoor advertisement and Vehicular traffic which gains significance as safety
of motorists is cited as the most common reason for resisting the growth of
outdoor advertisement medium. It offers an unbiased critique of Outdoor
advertisement in India, the pitfalls and issues to be addressed. This volume
draws various categorisations as well as indexes various definitions in
practice in the outdoor advertisement industry. The Volume One sets the tone
for the next volume wherein an attempt is made to present guidelines and a
policy framework for outdoor advertisement planning, designing and
implementation.
ABOUT Author
fjrigjwwe9r0pp_Books:aboutAuthor
Dr.
Amiya Chandra, a senior Civil Servant by profession and an academician by
orientation, earned his doctorate degree from the Central Asian Studies
Division of School of International Studies, Jawaharlal Nehru University. He
has a rich experience of working in various Ministries of Government of India
in different capacities, including the unified Municipal Corporation of Delhi
(2005-2009) as Additional Deputy Commissioner (Remunerative Projects Cell and
Advertisement), Deputy Commissioner (Central Zone of Delhi) and as Assessor and
Collector (Property Tax) among others. He was actively involved and
instrumental in formation of the “Outdoor Advertising Policy for Delhi” on
instructions of the Hon`ble Supreme Court. The same policy was then vetted by
EPCA and finally accepted by the Court.
Dr. Chandra has presented numerous innovative concepts,
approaches, solutions and participated at various forums, Seminars &
Conferences and strongly advocated the role of OOH in transforming and offering
civic amenities through OOH. He has also written extensively on Central Asia in
his books “The Trade Game”(2017) and “India-Central Asia Relations” (2015) and
published articles in reputed journals and edited volumes, including,
“Turkmen-India Cooperation for Peace & Development” (1996), “Economic
Cooperation Potential & Prospects”(1999) and “India & Afghanistan
Renewing Economic Relations” (2007). He has also written a book “Indian Foreign
Trade- Trumped Up or Down” (2017), evaluating the current US-India trade
relationship & recommendations on improving it. In addition he has
Co-authored a book entitled “Natural Rock Shelters of India: Art &
Painting” (2013) and is also Editor-in-Chief of an International Journal,
“ICON” Journal of Archaeology & Culture (an annual publication).
Pervinder
Singh is an architect and a marketing professional who worked at
leadership positions in India`s topmost advertising agencies such as Primesite
(a division of Mudra Ltd.), Platinum (Madison Group) and Percept Out of Home.
These agencies are engaged in Outdoor advertising, media design, planning and
creative development. His wide experience and understanding of architecture,
spatial planning, way-finding, street-scaping in addition to his grasp on
graphic design and understanding of marketing process helped in drafting of the
“Outdoor Policy of Delhi”.
He has worked on large-scale way finding projects in
MRTS, Airports, Healthcare, Retail and City navigation, which today are
benchmark in the industry. He has also provided many innovative solutions to
outdoor media concessionaires on new OOH mediums, technologies and projects
from conceptualisation to actual implementation. He has been active in creating
and implementing retail brand identity for many reputed brands in India and has
worked on innovative solutions for Industrial Visual Workplace Management
(IVWM).