While welcoming the Supreme Court ruling and the consequent removal of billboards by the Tamil Nadu government in Chennai and Bengaluru, B Prasad, director of operations at Printech Digital Imaging said, "I call OOH the children of the lesser god because, unlike TV and print mediums, it doesn't have great representation, although it has provided opportunity for employment and helped in consumption of produced goods. Employment is an extremely important factor for a country of this size."

Prasad stated: "Nearly 100,000 families depend on the business from the Chennai hoarding industry. Aside from employment, a huge amount of money is at stake." On average, each hoarding is leased out for about Rs150,000 a month. In addition to this the Tamil Nadu Government collects Rs3 per sq ft every month as display tax from the Rs10bn industry in Chennai.

Prasad pointed out, "About 30% of Chennai's hoardings are illegal and if they are cleared, followed by implementing a law and according to size guidelines, there would be no need for a blanket ban".

Prasad said that when the Tamil Nadu government banned billboards, as a part of regularisation and city beautification, the result was billboard workers were out of job. The Printech team at Chennai tried to encourage those who lost their jobs by introducing printed SAVs on walls with the help of 3M special films (pictured)." But even these methods of modern wall coverings were noticed by the civic authorities who "verbally informed" the building owners not to bypass the rules.

Printech employs 70 persons at its three facilities in Bengaluru, Chennai, and Hyderabad. The company implemented a policy wherein the less qualified employees were given work in various fields to identify their skills and interests. This gives them an opportunity to grow in the best direction. Periodically they are trained again by industry substrate suppliers like 3M and Avery," said Prasad.

The company, which is known for quality printing, has been investing in new equipment since its establishment. It specialises in providing services for UV and eco-solvent printing for clients from all over India which includes retail chains like Reliance, Aditya Birla, Future and Airtel. Printech has a production capacity of 200,000 sq ft of billboard printing per day.