| Says R Sridharan, vice-president, Diamond Publicities, "Textile companies dominate the outdoor publicities with their huge spending power." |
| The outdoor publicity market in the country is estimated at Rs 800 crore of which Chennai, which is not far behind the other three metros "" Mumbai, Delhi and Kolkata "" accounts for Rs 70 crore. Billboards at major locations such as Anna Flyover, Panagal Park, Anna Nagar and Adyar command a staggering price, ranging between Rs 20,000 and Rs 50,000 per 800 sq ft a month. |
| Krishnan Menon, activation head (South), outdoor & events division of Ogilvy & Mather, points out that there is cut-throat competition among the garment retailers like RMKV, Pothys, Nalli, and Chennai Silks. |
| Garment retailers vie with one another to grab the attention of the potential customers starting from Diwali extending to Pongal (in January) and the wedding season commencing from January onwards. |
| "We recommend outdoor advertising to our clients as billboards at prime locations will have a great impact on public due to repeated exposures," claims Menon. |
| It is interesting to note that till a few years ago the city billboards were dominated by Tamil movie hoardings, which have now been relegated to obscurity with the introduction of vinyl and cinema theatres preferring smaller sized hoardings compared to the earlier large ones. |
| "The production cost of vinyl has dramatically declined and is about Rs 11 to Rs 15 per sq ft over the last three years due to the usage of Chinese technology," adds Sridharan. |
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