Delhi’s pollution crisis chokes ad agency productivity amid festive rush

Last week, Archetype CEO Helena Maus made a disheartening decision—she cancelled her first-ever trip to India due to Delhi’s dangerous air quality. The local team at the PR agency, eager for a town hall meeting with her, was left disappointed.

Meanwhile, Prathap Suthan, managing partner and chief creative officer of Bang in the Middle, is in Kerala at the moment. He jokingly described God’s own country as his refuge from Delhi’s oppressive smog.

However, not everyone has the luxury of fleeing the smog that has enveloped the capital city. Digital marketer Sunil Arora feels trapped in Delhi NCR. Describing the unbearable conditions, he said, “The air quality index (AQI) often exceeds 500, and sometimes even touches 800. My eyes burn, I can’t stop coughing, and concentrating on work has become nearly impossible.”

Account manager Supreet Kaur (name changed) is juggling even more—her work responsibilities and her son’s online classes. “Both my husband and I work full-time. With schools closed for younger children, we’re struggling to manage schedules, especially since this is peak season for ad agencies,” she said.

Delhi’s air quality crisis hit new lows this season. On November 26, the AQI hovered at 394 (‘very poor’), just shy of the ‘severe’ category. Earlier, it spiked to a hazardous 495, prompting the implementation of Graded Response Action Plan (GRAP) IV measures, which is the highest GRAP level.

This included bans on non-essential vehicles and construction, alongside work-from-home (WFH) advisories for government employees. However, for ad agencies, this confluence of pollution and GRAP-IV restrictions has created unprecedented challenges.

The impact on productivity and deadlines

Advertising professionals find themselves at the intersection of a public health crisis and peak marketing season. In India, the months of November and December are a marketer’s playground, thanks to the festive frenzy.

With celebrations like Diwali, Bhai Dooj, and Christmas fueling consumer enthusiasm, spending skyrockets across categories like FMCG, electronics, and jewellery. Brands dive headfirst into this golden window, rolling out bigger campaigns and tapping into the holiday cheer. It’s the ultimate showdown for ad budgets, as companies vie to outshine each other and cash in on the festive shopping spree.

With the haze that has settled over Delhi, many agencies are worried about delays in client deliverables as employees grapple with pollution-related health issues. These pollution-related disruptions are forcing them to rethink their operational strategies. WFH policies and halted campaigns might provide immediate relief but are not sustainable solutions for regions that annually endure pollution crises.

Arora explained, “Though we have hybrid work arrangements, the conditions at home aren’t ideal for creative work, either. The constant health troubles make focusing extremely tough.” This can lead to work spillover, which has the potential to derail digital campaigns.

Vineet Bajpai, founder and CEO of Magnon Group.

Band-Aid solutions or long-term strategies?

Agencies are scrambling to minimise losses. Vineet Bajpai, founder and CEO of Magnon Group, shared how they transitioned to remote work seamlessly. “Given that Delhi NCR’s air quality deteriorates annually, we were prepared to switch to a work-from-home (WFH) model. Our IT infrastructure and strong client relationships ensure productivity doesn’t drop.”

He suggested hybrid models as a viable long-term strategy. “While in-person collaboration is critical for creativity, we balance it with remote work to ensure continuity during emergencies.”

Ankit Grover, business head—Delhi at Wondrlab Network, too, highlighted similar strategies. “We’re adopting flexible work arrangements, providing air purifiers, and promoting wellness initiatives. These measures are critical to maintaining work quality despite pollution challenges,” he noted.

Ankit Grover, business head—Delhi at Wondrlab Network.

Some industry stakeholders are advocating for alternative event locations, robust digital tools, and sustainable commuting options as solutions to break through the pollution impasse. And they are all aimed at ensuring that business goes on as usual, and campaigns roll out as planned.  

Such a strategy is important because several brands rely on festive and wedding seasons to drive campaigns. Any delay comes at a significant cost. "This period is critical for product launches and promotions," said an industry insider, “and every day lost can result in missed consumer opportunities.”

For brands with season-specific products or services, shifting strategies has become a necessity. Some agencies have come up with various ways to crack the pollution code.

The focus has also shifted to digital innovation. Virtual reality experiences and augmented reality product launches are becoming popular substitutes for physical events.

Some agencies have moved their OOH campaigns to digital platforms for maximum reach and are also leveraging influencer marketing. Moreover, they are collaborating with e-commerce platforms for online sales. Grover’s team is also pushing the envelope by offering doorstep services to mitigate customer exposure to pollution.

Mitigating operational and financial strain

Mindful that managing their talent and their wellbeing is critical, many agencies have invested in employee wellness measures, with a lot of them being planned keeping the annual Delhi pollution in mind. About five years ago, Magnon installed air purifiers across its offices and committed to regular maintenance. While this adds to operational costs, the Omnicom Group-owned agency sees it as essential for its teams’ health.

Protective measures like air purifiers, healthcare provisions, and insurance can add to smaller agencies’ financial burdens. But industry leaders consider them indispensable. “We believe investing in our teams’ well-being is non-negotiable. A healthy workforce is pivotal to productivity and morale,” Bajpai said. After all, long-term solutions like sustainable practices and wellness programs are essential, even if they require upfront costs.

A silver lining in the haze

Despite the grim scenario, some positives emerge. Amid rising pollution levels, advertising agencies and their clients face growing pressure to adopt sustainable practices.

“Agencies and brands are now incorporating eco-friendly materials, promoting environmentally responsible behaviour, and even investing in renewable energy,” Grover said. Such steps align not only with broader brand narratives but also with consumer expectations, especially as sustainability becomes a decisive factor for modern buyers.

Agencies are also building more resilient business models and embracing innovation. Digital transformation, already accelerated by the pandemic, is now a cornerstone of operations in pollution-hit areas.

However, as professionals like Arora and Kaur struggle with immediate hardships, the industry is reminded of the urgent need for systemic solutions. Only by addressing the root causes of pollution and embedding sustainable practices in every aspect of operations can ad agencies hope to thrive in a cleaner, healthier future.

For now, Delhi’s advertising world continues to navigate the smog, hoping that its creativity and adaptability can outlast the choking haze.