MAM
IOAA, GroupM & JCDecaux to move the needle of sustainability in OOH
MUMBAI: OOH is finally joining the sustainability bandwagon. GroupM, WPP’s media investment group, in collaboration with the Indian Outdoor Advertising Association (IOAA), has announced the formation of a dedicated task-force committee to advance sustainable practices within the out-of-home (OOH) advertising industry.
The committee, comprising GroupM MD cinema, OOH and experiential marketing Ajay Mehta, IOAA chairman Pawan Bansal and JCDecaux Advertising India executive chairman Pramod Bhandula, is focused on guiding media owners in adopting sustainable practices. The committee’s ambitious target is to ensure that 50 per cent of all advertising sites in India utilise recyclable materials by 2027.
A three pronged thrust has been planned. First, in the area of digital OOH (DOOH) and power consumption, the second in the use use of fabric instead of flex materials and finally a recycling program for billboard waste.
To address the rise in power consumption from the transition to 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 polyethylene 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 organizations. This initiative aims 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 organization (WOO) will also be leveraged to support global sustainability efforts within the OOH space.
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.
Mehta explained: “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.”
Bansal believes that “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.”
According to Bhandula, “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.”
(Picture courtesy: IOAA website)
Brands
Limelight Lab Grown Diamonds to open 25 stores in Q1 FY26 expansion
Push into Tier 2 cities and metros to take total footprint past 85 stores
MUMBAI: Limelight Lab Grown Diamonds has kicked off the new financial year with an ambitious retail push, announcing plans to launch 25 new stores in the first quarter of FY26 across metros and high-growth Tier 2 markets.
With this expansion, the brand’s total retail footprint is set to cross 85 stores nationwide, reinforcing its early-mover advantage in India’s fast-growing lab grown diamond segment. The move reflects a broader shift in consumer preferences, where aspirational buying is increasingly aligned with sustainability and value.
The company said the expansion is aimed at deepening its presence beyond major cities and tapping into emerging demand centres, as lab grown diamonds gain wider acceptance among Indian consumers.
Commenting on the development, Limelight Lab Grown Diamonds founder and managing director Pooja Madhavan said, “Launching 25 stores at the very start of the financial year is a strong signal of how the category is evolving. As pioneers, we are not just expanding retail, we are shaping consumer mindsets towards smarter, more sustainable luxury.” She added that the brand’s long-term goal is to scale to 200 stores while making the category accessible to modern Indian buyers.
From an execution standpoint, the company is focusing on building depth in high-potential markets rather than just expanding its footprint. Limelight Lab Grown Diamonds director retail expansion Karamjyot Singh Chawla said, “Every new store is a step towards creating a truly national footprint with consistent, premium experiences,” highlighting the role of supply chain and operational discipline in supporting growth.
On the product side, the brand is strengthening its merchandising capabilities to keep pace with rising demand. Limelight Lab Grown Diamonds co-founder and director of inventory and merchandise Nirav Bhatt said the focus is on building an agile supply system that keeps designs relevant and responsive to consumer trends.
Meanwhile, scaling operations sustainably remains a priority. Limelight Lab Grown Diamonds co-founder and director production and finance Kalpan Dalal said the company is investing in efficient production and financial discipline to support long-term expansion.
The retail rollout is backed by an omni-channel strategy, franchise partnerships and continued investment in design innovation and consumer education. Each store is designed to deliver a consistent, premium experience aligned with the brand’s positioning around transparency and modern luxury.
With a roadmap to reach 200 stores by 2027, Limelight is betting big on both scale and sentiment, aiming to carve out a larger share of India’s evolving fine jewellery market.
