Motorists Criticise Drone Advertisements Displayed Over Hussain Sagar

Hyderabad: A drone-based advertising display over Hussainsagar on Thursday night drew sharp criticism from commuters and road users, with many questioning why authorities had permitted a promotional event at one of the city’s busiest traffic corridors.

The drone advertising was conducted between 8 pm and 9 pm at Hussainsagar, near the sharp turn leading towards NTR Gardens. Within minutes, videos of the drones carrying promotional messages in the sky went viral on social media. While some admired the technology, several motorists, pedestrians and netizens raised concerns that the display can distract drivers travelling along Necklace Road, NTR Marg and the Tank Bund stretch during peak evening traffic. Many motorists were seen stopping on the busy roads to take videos.

The agency behind the display, speaking with Deccan Chronicle that it had obtained all the required permissions from the HMDA, the traffic and law and order police before conducting the event. The operation carried out by drone pilots was approved by the Directorate General of Civil Aviation (DGCA), it said.

However, the location chosen for advertising was heavily criticised, as the entire roadway around Hussainsagar and Tank Bund sees heavy traffic rush during the evening hours.

Pradeep, a motorist who stopped at the turn to watch the drones, said "This is not an open ground or an isolated venue. It is one of the busiest roads in the city. Hundreds of vehicles pass this turn every 15 minutes. The drones are very easy to get distracted by. Who would not want to see something glowing in the sky?"

Another motorist said “Authorities always ask motorists not to use mobile phones or get distracted while driving. They even impose challans and levy fines. Then why would they approve an aerial advertisement on Tank Bund roads, that naturally makes people look up?"

Citizens also raised concerns about the Hyderabad skyline getting commercialised. Many cities across the world have tried advertising using drones, and have received severe criticism for invading public privacy and obstructing public monuments.

A research study, written by Burchan Aydin of Texas A&M University, stated that commercial usage of drones was not supported by a major portion of citizens, and said " the public sees drones as a risky technology that directly interferes with their privacy.”

Attempts by Deccan Chronicle to reach HMDA officials were unsuccessful.