Retail Plus
Chennai
Not just a ‘hoarding’?
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Retail Plus looks at what hoardings mean to the general public in terms of retail communication…
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“I never realized that hoardings were so much a part of our lives, until they were gone,” remarks Sunayna, a student of fashion, “Waiting at the signals or for that matter driving through the city no longer feels the same. It’s amazing how we have become used to hoardings for information ranging from sales to event schedules and of course, the huge relief it gave to the drivers while waiting at a signal.”
This is one reaction to hoardings over the city being pulled down in a concerted effort by the city corporation to contain those that have been put up illegally. “Who could have imagined that the city’s landscape would change overnight?” says Hari, a botany student, “The hoardings mushroomed so quickly over the period of the last decade that one actually forgot how the city looked without them. It feels so good to be able to see beyond a hoarding and to be concentrate on a signal rather than gape at a hoarding.” Anjali, a Business Analyst by profession comments, “One of the most reliable medium of communications, the limited access to this option seems like a great concern to the retail industry.”
“At this juncture when we are really not sure what happened and what is going to happen,” says Shah of Sheetal Diamonds, “It seems like our entire advertising budget, marketing plan has gone haywire.” Says Sugandhi, “Even if we do want to invest in a hoarding at this point of time how are we to know if it is legal or illegal?”
This medium of outdoor advertising had become so ubiquitous that none of us questioned their existence. “It is oney and the availability of space that created greed and had hoardings proliferating. If there had been some checks, this would not have happened,” says Bhavna, a retail store keeper.
LEENA BHATTED
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Retail Plus
Chennai
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