From just two shortlists in 2024 and a single shortlist in 2023, India’s Outdoor advertising has taken a significant leap this year. In 2025, we have secured 13 shortlists in Outdoor Lions, a strong indication of how far the country’s out-of-home (OOH) advertising industry has come. Incidentally, Outdoor advertising is the only traditional medium in India that has grown last year, as per the PMAR report. Together, these trends point to a clear sign of growth in both, creativity and scale (AdEx).
Among the Indian entries shortlisted this year are campaigns with striking visual appeal and clever execution. FCB India’s 'Lucky Yatra' campaign for Indian Railways received multiple shortlists across sub-categories like Transit, Local Brand, and Social Behaviour. Ogilvy’s 'Eye Test Menu' for Titan and 'Coke Zero Auditions' for Coca-Cola, as well as 'Chai Bansuri – The Tea Flute' for Brooke Bond Taj Mahal Tea, are among other standout pieces showing the diverse potential of outdoor formats. Also making waves are 'Nature Shapes Britannia' by Talented and 'Too Yumm to Cheer!' by FCB Kinnect, both shortlisted under the ‘Breakthrough on a Budget’ category.
In total, campaigns from agencies like Ogilvy, FCB India, Talented, Tribes Communication, and FCB Kinnect have contributed to the impressive 13-shortlist tally, showcasing clever outdoor execution.
India’s surge at Cannes is mirrored in real-world growth. According to the Pitch Madison Advertising Report (PMAR) 2024, the OOH sector in India saw a 12% increase in revenue, jumping from INR 4,140 crore in 2023 to INR 4,650 crore in 2024. This made it the fastest-growing among all traditional media. The boom is being driven by three major factors: increased investments in Digital OOH across metros, the expansion of airport media, and the rapid rise of outdoor formats in Tier 2 and Tier 3 towns.
This growth has fuelled both the quantity and quality of work being produced, a factor that is clearly translating into international recognition. From clever interactive installations to sustainability-driven builds and culturally rooted narratives, Indian agencies are now exploring the full potential of outdoor advertising.
Just two years ago, India’s presence in the Outdoor category at Cannes was minimal. In 2023, Suraksha Ka Teeka for Mortein by Dentsu Creative was the sole shortlisted entry, and the country went home without a metal. In 2024, Taj Mahal Megh Santoor by Ogilvy secured two shortlistings and went on to win only a single Silver Lion in the category. This year’s jump to 13 shortlists is not just a statistical improvement; it’s a creative leap, signalling India’s growing global competitiveness in traditional formats.
As Day 1 of Cannes Lions 2025 unfolds, India’s strong showing in the Outdoor category sets an optimistic tone for the rest of the week.
