Kolkata Civic Body Reshapes Outdoor Advertising Market
Kolkata’s civic administration has secured a threefold jump in earnings from its most visible commercial corridor after auctioning consolidated advertising rights for the Park Street–Camac Street–Shakespeare Sarani stretch. The move is expected to push annual municipal receipts beyond ₹16 crore, signalling a shift in how prime urban airspace is monetised and regulated.
Under the new arrangement, a single national outdoor advertising firm will manage hoardings across the zone, replacing fragmented contracts and ageing installations. Civic officials confirmed that existing structures will be dismantled and redesigned, with the overall display footprint reduced from roughly 33,000 sq ft to 18,000 sq ft. The intent, they said, is to declutter one of the city’s most pedestrian-heavy and architecturally significant districts while strengthening revenue flows. The Park Street belt is home to heritage façades, hospitality venues, retail outlets, educational institutions and corporate offices. Urban planners note that outdoor advertising in such areas often shapes not just commercial visibility but also public perception of place quality. A rationalised system, they argue, could improve streetscape aesthetics and pedestrian comfort long-standing concerns in dense central business districts.
The contract was awarded through a digital bidding format that allowed participants to revise offers in real time. Senior municipal officials indicated that this approach helped maximise value compared to earlier tender-based allocations. The selected concessionaire will have the option to install static billboards or LED panels, with differential charges applicable for higher-energy digital formats. Payments to the civic body are structured to escalate by 5 per cent every three years, ensuring predictable long-term revenue growth. For the Kolkata Municipal Corporation, the sharp increase in hoarding revenue comes at a time when urban local bodies across India are exploring non-tax income streams to fund infrastructure upgrades. Experts in municipal finance say transparent e-auctions for public assets from parking lots to advertising rights are becoming critical tools for bridging fiscal gaps without increasing property taxes.
The overhaul also reflects broader shifts in the outdoor advertising industry. National operators with integrated design, technology and maintenance capabilities are expanding into metropolitan cores, reshaping a sector historically dominated by smaller, local players. Industry veterans suggest that consolidation may improve compliance with safety norms, particularly in cities vulnerable to heavy rain and high winds where poorly maintained iron scaffolding has posed hazards. However, sustainability considerations remain central. While LED displays can generate higher returns, urban designers caution that light pollution and energy use must be managed carefully in mixed-use neighbourhoods. Limiting the total hoarding area is seen as a step towards balancing commercial imperatives with heritage preservation and climate-sensitive planning. If executed effectively, the Park Street model could become a template for restructuring hoarding revenue across other high-value corridors in Kolkata aligning municipal finance reform with safer, cleaner and more accountable public spaces.
