People call for regulation of drone advertisements; marketing agencies call it trendsetting
Hyderabad witnessed a new trend in advertising last week, when two companies launched drone-based advertisements to promote their products and services.
Hyderabad: Hyderabad witnessed a new trend in advertising last week, when two companies launched drone-based advertisements to promote their products and services. The spectacle, which took place at the Financial District, involved tens of drones forming dynamic visuals in the night sky, turning heads and sparking conversations across the city.
While advertising agencies and brands hail it as a sustainable and cutting-edge marketing tool, many citizens and netizens are raising concerns over the impact that commercial drone-based advertising could have on Hyderabad’s skyline.
Although it is legal to perform drone light shows, organisers have to get prior permissions from central and local bodies.
Before any commercial drone-based shows or advertisements are done, organisers are required to get permission from the Directorate General of Civil Aviation (DGCA), local police stations or municipal bodies.
Despite the rules, police said the organisers of the Hyderabad drone ad shows haven’t taken permissions. A senior police officer, speaking with Deccan Chronicle, said both the advertisement organisers haven’t taken any permission from them. “It is mandatory for them to take permission from us before undertaking such shows,” the officer said.
With this new trend picking steam, local law enforcement agencies and aviation authorities may soon have to step in to regulate drone advertising. If left unchecked, the unregulated space can lead to a chaotic urban airspace with different companies fighting for visibility and potentially causing disruptions or even accidents on roads.
Advertising agencies and businesses, however, see drone-based advertising as a new and innovative way to engage audiences. Unlike billboards, digital ads or other traditional advertising methods, drones create moving, interactive and visually-striking advertisements that captivate large crowds at once.
“In today’s time and age, drones are the best way to make a brand stand out. The attention drones generate is unmatched, compared to other forms of advertising,” said M. Sathish, an executive from an advertising agency based in Hyderabad.
“The novelty factor is also one of its main advantages. When something new enters the advertising space, it naturally piques consumer interest. The spectacle of drones, all synchronising and forming a company’s logo or message in the sky, is bound to stick in people’s minds,” he said.
While the innovation is exciting, concerns are mounting about the long-term implications of the new advertising genre. The most immediate worries are about drones crowding out Hyderabad’s night sky with advertisements, the impact that it would have on people travelling on road, potentially causing traffic jams or accidents, and the potential disruption that it could cause to birds.
According to experts, indiscriminate use of drones could prompt a stress response in some birds causing them to abandon their eggs and flee. If disturbed during the breeding season, birds may scatter prematurely leading to a potential drop in their population.
S. Chakravarthy, a resident of Miyapur, said “Imagine looking up and seeing drones promoting everything from soft drinks to real estate. It’ll ruin the beauty of our skyline.”
Even netizens commented on the shows, with one X user saying “These things really should not be allowed, otherwise our skies will be filled with ads soon.”
Apart from aesthetic concerns, there are also potential security and privacy issues. Drones flying in large numbers require strict regulation, to make sure they do not interfere with air traffic, key monuments and organisations, or even invade people’s privacy.
Moreover, if drone advertisements become widespread, managing airspace permissions for drone programmes will become a complicated logistical challenge for municipal and police authorities.