Motorists slam drone advertising over Hussainsagar as dangerous traffic distraction

A drone-based advertising display conducted over Hussainsagar near the turn leading towards NTR Gardens on Thursday night drew sharp criticism from commuters who described it as a dangerous distraction for drivers. The promotional event, which took place between 8 pm and 9 pm, caused traffic disruptions along Necklace Road, NTR Marg, and the Tank Bund stretch in Hyderabad as motorists stopped on the busy roads to film the aerial display.

Within minutes of the event starting, videos of the drones carrying promotional messages in the sky went viral on social media. While some viewers admired the technology, several motorists, pedestrians, and netizens raised concerns that the glowing display distracted drivers during peak evening traffic hours.

Pradeep, a motorist who stopped at the turn to watch the drones, questioned the safety of the venue. He noted that the location is one of the busiest roads in the city where hundreds of vehicles pass every 15 minutes, making it easy for drivers to get distracted by glowing objects in the sky. Another motorist questioned why authorities would approve an aerial advertisement on Tank Bund roads while simultaneously issuing challans and fines to drivers for being distracted or using mobile phones.

Beyond immediate safety concerns, some citizens raised issues about the commercialisation of the Hyderabad skyline, noting that drone advertising in other global cities has faced criticism for invading privacy and obstructing public monuments. A research study by Burchan Aydin of Texas A&M University was cited by critics, which stated that a major portion of citizens do not support the commercial use of drones, viewing them as a risky technology that interferes with privacy.

The advertising agency behind the display stated that it had obtained all required permissions from the Hyderabad Metropolitan Development Authority (HMDA) and the traffic and law and order police. The agency added that the operation, carried out by drone pilots, was approved by the Directorate General of Civil Aviation (DGCA).

Attempts to contact HMDA officials for comment regarding the permissions were unsuccessful.