The urban landscapes of India’s bustling metropolises are a dazzling blend of towering skyscrapers, neon-lit streets, and ceaseless movement. Amidst the honking rickshaws and the sea of pedestrians weaving through traffic, cityscapes are incomplete without a wave of outdoor advertising. Billboards no longer just loom overhead with static images; they morph into the environment, spark conversations, and sometimes even emit a familiar scent. From Britannia’s nature-integrated installations to Zepto and Shaadi.com’s witty billboard banter, India’s Out-of-Home (OOH) advertising industry is experiencing a creative renaissance. In a digital-weary world, can these innovative billboards reclaim the spotlight from screens and bring back the magic of real-world advertising?
India’s Out-of-Home (OOH) advertising industry witnessed a remarkable 12% growth in 2024, reaching INR 4,650 crore, up from INR 4,140 crore in 2023, according to the Pitch Madison Advertising Report 2025. This resurgence of interest in traditional OOH advertising is being driven by several factors, including digital fatigue, urbanisation, and technological advancements. Brands are now leveraging traditional OOH to create engaging, topical, and often humorous ads that capture the audience’s attention.
Imagine walking down a bustling street, surrounded by the sights and sounds of the city. Suddenly, you’re stopped in your tracks by a billboard that’s literally grown into the shape of the trees around it. This is the magic Britannia brought to life with their latest outdoor advertising campaign, ‘Nature Shapes Britannia.’ The brand’s commitment to sustainability was showcased in a visually stunning way, with each billboard’s design complementing the natural growth of nearby trees. It’s a masterclass in creative storytelling that leaves a lasting impression.
“Brands are leveraging OOH not just for promotion but to engage audiences in meaningful ways, as seen in our latest campaign, ‘Nature Shapes Britannia.’ By integrating sustainability into outdoor advertising—using billboards that adapt to the shape of the trees and incorporating 100% biodegradable and recyclable cotton—this initiative demonstrated how creativity and responsibility can work together to create a positive impact,” says Archana Balaraman, General Manager – Marketing, Britannia.
Britannia had executed the Nature Shapes Britannia campaign across 4 cities with a variety of trees, including Nag Kesar, Aam, Neem, and Peepal. The distinctive execution quickly captured attention, with people sharing images and videos of the billboards across social media, praising both the creativity and the eco-conscious message. As a result, the campaign achieved an impressive reach of 2.49 Cr+ on social media, demonstrating how a well-executed OOH campaign can drive significant digital engagement. In addition to this, Britannia also installed innovative monsoon-themed billboards for Britannia Good Day. The billboard showcased a hand dipping a Good Day Butter cookie into a steaming cup of tea, perfectly capturing the monsoon mood and highlighting the ultimate tea-time pairing.
“Brands are no longer confining Out-of-Home (OOH) advertising to static billboards and posters; instead, they are leveraging the medium to craft engaging and memorable experiences. The goal is to capture attention amidst the daily hustle and create a lasting impression, moving beyond simple product placement to fostering a genuine connection with consumers,” she adds.
But Britannia’s not the only brand pushing the boundaries of traditional OOH. ACKO’s latest outdoor ads executed by Laqshya Media also set a brilliant example about using humour and creativity to drive home a message. Their billboards featured oversized hospital bills spilling outside the billboards themselves, highlighting the rising cost of healthcare in the country.
“OOH is no longer a lazy medium. Out-of-home advertising is undergoing a dynamic transformation, blending technology with creativity to create more engaging, measurable, and high-impact customer experiences. At ACKO, we’ve always believed in pushing boundaries, whether it is sticking an actual life-size hospital bill on the hoarding to educate people to get the right health insurance or launching possibly India’s first AI-generated OOH creative campaign. It allows us to optimise messaging quickly, ensuring relevance, agility, and maximum impact,” says Prateek Malpani, Senior Director - Brand Marketing, Acko. He further explains that the rise of ‘quick OOH’—where brands can rapidly deploy hyper-contextual, tactical campaigns—is a game changer. He states that in a cluttered media landscape, OOH remains one of the most powerful storytelling platforms, and with the infusion of AI, it’s only getting smarter and more effective.
Plum BodyLovin’ worked with SW Network to create an innovative scented billboard at Gurugram’s Cyber Hub. The Vanilla Caramello fragrance wafted through the air, enticing passersby to experience the brand’s lotion through a sensory experience.
“We’re seeing a clear evolution in OOH advertising, and it’s not surprising. People want authentic, tangible brand experiences that exist beyond screens. When we created that scented billboard at Cyberhub, we loved watching people stop in their tracks, look up, and actually smile. That doesn’t happen with most OOH ads,” says Raghav Bagai, Co-Founder, Sociowash. He also recounted that last year, when SW Network launched Flipkart’s flying billboard, it wasn’t just seen by commuters; it sparked conversations everywhere. This is the power of ‘quick OOH’ that brands wish to tap into. Bagai explains that his team at SW now design tactical installations that can go live within merely 3 days from the cultural moment. This speed lets brands join conversations organically, exactly when people are paying attention.
He further adds, “What makes these campaigns truly effective is how physical touchpoints create ripple effects online. A single striking billboard can generate thousands of organic shares when it resonates. We’re measuring beyond just eyeballs now – we track how these moments travel across platforms and drive actual consumer behaviour.”
Other brands like Zomato, Swiggy, Zepto, Shaadi.com, Flipkart, Magicpin, Blinkit, Tinder and more are also using ‘quick OOH’ campaigns to react instantly to trends and cultural moments, making their brands more relatable and engaging.
OOH Banters That Sparked Conversations
Another latest trend sweeping the Indian OOH marketing landscape is the rise of playful outdoor ads, where brands are opting for clever wordplay, humorous exchanges, and tongue-in-cheek remarks to capture the attention of their audience. Take, for instance, the exchange between Zepto and Shaadi.com. On a billboard, Zepto announced the arrival of ethnic wear brand Manyavar, promising delivery in just 10 minutes. Shaadi.com, quick on its feet, responded with a cheeky remark on the adjoining hoarding, reminding everyone that finding the perfect groom takes a bit more time and effort. This playful jousting match between the two brands not only generated buzz but also showcased the creative potential of outdoor advertising.
“OOH isn’t just about visibility—it’s about creating real-world moments that spark online conversations. It’s the easiest way for brands to build awareness while seamlessly integrating into our users’ daily lives. The Manyavar campaign showed how OOH can lead cultural conversations, drive engagement across platforms, and open doors for cross-brand collaborations. At Zepto, we see OOH as more than just a medium—it’s a bridge between the offline and online worlds, bringing brands closer to consumers with impact and a smile,” says Chandan Mendiratta, Chief Brand & Culture Officer, Zepto.
Adhish Zaveri, Vice President - Marketing, Shaadi.com, says, “Brand collabs are a wonderful way for two non-competing businesses to come together for a single, unexpected narrative. That’s why, if done well, they get shared a lot, which is a win-win for both brands. While billboards are expensive, the true value of the collaboration is realised on social media. The reach you can generate through virality makes the cost of the billboard insignificant. What’s important is that the creative is fresh and shareworthy. At Shaadi.com, our singular goal is to participate in every conversation centred around matchmaking & people coming together, and brand collabs are one of the many ways in which we do it.”
Another notable example is the friendly banter between Bold Care and Zepto. In a marketing campaign, the two brands engaged in a series of witty exchanges on billboards in Delhi’s Galleria Mall and Mayapuri Flyover area. The conversation revolved around men’s sexual health, with Bold Care encouraging the community to participate in their #TakeBoldCareofher campaign. By using humour and clever wordplay, the brands sparked conversations around a sensitive topic, making it more approachable and engaging.
“At Bold Care, we see billboard banters as a way to integrate our brand into the larger consumer ecosystem. While billboards are traditionally seen as a premium offline medium, the real value comes from the virality they create online. A witty, well-crafted banter sparks engagement on social media, amplifying our brand message far beyond the physical space. Consumers love these interactions, and over time, this consistent, relatable communication fosters brand loyalty. By leaning into humor and cultural relevance, we’re able to create lasting recall without directly selling to them, hence turning casual viewers into brand advocates,” says Rahul Krishnan, Co-Founder, Bold Care.
Tinder India and Blinkit also joined the billboard banter bandwagon, collaborating on a series of clever ads that played on words. On one billboard, Tinder asked, ‘Matches?’ – a reference to the dating app’s people matching feature. Blinkit responded with the same question, but this time referencing matchsticks. Another billboard featured the phrase, ‘Find the butter to your toast,’ which translated to finding the perfect match for Tinder users and the perfect grocery pairing for Blinkit customers.
Anukool Kumar, Head of Marketing, Tinder India, says, “With digital clutter everywhere, this Valentine’s Day we chose to stand out with OOH. Instead of another online campaign, we prioritised real-world impact that drives online buzz. In collaboration with Blinkit, we placed ‘Moving in (Blinkit)’ next to ‘Moving on (Tinder)’ to create a clever, attention-grabbing moment—whether you’re walking or waiting at a red light. This approach not only boosts offline engagement but also sparks meaningful online conversation. Moreover, partnering with a brand that truly ‘matches’ - amplifies our message. Through Blinkit’s Single Mode slider—a dedicated page for Tinder’s ‘Moving On’ campaign, we featured curated products for every stage of moving on—joining forces to expand reach and create memorable experiences.”
FNP, a popular florist and gifting brand, also got in on the action. Ahead of Valentine’s Day, they started the ‘Pyaar Aisa Karo’ trend, encouraging people to show love and appreciation for their loved ones. Several brands joined in on the fun, creating their own billboards that played on the theme. Avi Kumar, Chief Marketing Officer, FNP, says, “The billboard banter was a playful expression, turning a simple outdoor campaign into a larger cultural conversation. What started as a light-hearted exchange quickly took on a life of its own, with over 200+ brands—including Pizza Hut, MakeMyTrip, Blinkit, and GIVA—jumping in. It’s a testament to the power of creative storytelling in today’s marketing landscape. While billboards are often seen as a premium medium, their real value lies in creating lasting brand recall and meaningful engagement beyond just visibility. For us, this was about keeping the spirit of celebration alive in unexpected ways and reinforcing FNP’s role as the go-to brand for thoughtful, joyful gifting.”
Tata Play had also joined into the FNP billboard banter. While FNP’s billboard said ‘Pyaar aisa karo woh kahe fool, tum suno phool’, Tata Play’s witty billboard read, ‘Pyaar aisa karo woh kahe kismat, tum suno connection!’. “Collaborating with other brands is essential for us, as it expands our content’s reach to a broader audience and helps build a stronger community presence,” says a Tata Play spokesperson, commenting on the collaboration.
But why are brands opting for these fun, light-hearted exchanges on billboards, especially when they come with a hefty price tag? The answer lies in the power of engagement. By using humour and wit, brands can capture the attention of their audience, create a memorable impression, and generate buzz around their products or services.
“Traditional OOH ads usually just sit there, but when you add humour, local culture, and relatable language, they turn into viral content. It’s not just about selling something; it’s about becoming part of everyday conversations. When ads tap into local jokes and trends, people connect with them emotionally, making them more likely to remember and trust the brand. A good OOH ad grabs attention, gets shared and spreads online, leading to more brand interactions & engagement,” says Jayesh Yagnik, CEO, Moms Outdoor Media Solutions. He adds, “While OOH ads can be expensive at first, they’re worth it because they don’t just stay as ads, they turn into content people actually enjoy. The secret? Staying consistent, funny, and relevant. That’s what keeps a brand trending in the phygital space.”
Moreover, in a world where digital advertising is becoming increasingly cluttered, outdoor advertising offers a unique opportunity for brands to stand out and make a statement. By leveraging the creative potential of billboards, brands can create engaging, interactive experiences that resonate with their audience.
“It’s not like a massive nationwide campaign that’s happening, but that banter is actually bringing the virality to it, and that is something that we are seeing marketers cash on to at large. We will continue to push boundaries and it’s not always about fun banters — it is also about creating the right relevancies, which the brand essentially stands for,” says Atique Kazi, President – Data, Performance, and Digital Products, GroupM India.
Driving force behind the resurgence of Traditional OOH?
So, what’s driving this resurgence of interest in traditional OOH advertising? The answer lies in digital fatigue and the increasing importance of experiential marketing. As consumers become increasingly desensitised to digital ads, traditional OOH advertising offers a unique opportunity for brands to capture their attention and create engaging experiences.
“The resurgence of OOH advertising in India is driven by digital fatigue, urbanisation, and technological advancements. With excessive screen time, consumers are tuning out online ads, making real-world brand interactions more valuable. Infrastructure growth, including highways, metros, and smart cities, has created new opportunities for impactful outdoor advertising. Quick OOH is reshaping advertising by allowing brands to react instantly to trends and cultural moments,” says Yogesh Lakhani, Chairman & Managing Director, Bright Outdoor Media Limited. He explains that OOH and social media are now deeply connected, with billboards often designed to spark online conversations. Campaigns featuring hashtags, QR codes, and influencer collaborations also encourage user-generated content and digital participation. Spotify India’s witty billboards and Netflix’s meme-based OOH ads are great examples of how outdoor ads translate into viral trends on Twitter and Instagram.
In today’s digital age, consumers are constantly bombarded with ads on their screens. This has led to a phenomenon known as ‘ad blindness,’ where consumers become desensitised to digital ads and tune them out. Traditional OOH advertising, on the other hand, offers a unique opportunity for brands to break through the clutter and capture the audience’s attention in a more meaningful way.
“The rise of quick OOH—where brands deploy hyper-local, short-term campaigns—is reshaping OOH strategies. With advancements in digital OOH and programmatic buying, brands can now launch campaigns in hours instead of weeks, making outdoor advertising a more agile and responsive medium. This shift is elevating OOH’s role in marketing strategies. Previously, brands primarily used outdoor advertising for long-term, planned campaigns. Now, they’re launching instant campaigns overnight to capitalise on trending moments. This agility is particularly valuable for brands responding to real-time events, product launches, flash sales, or cultural trends. Instead of committing to long-term placements, brands can now activate, optimise, and rotate creatives dynamically based on consumer behaviour and campaign objectives,” says Rohit Chopra, COO, Times OOH.
The emergence of rapid OOH is essentially changing the way brands think about outdoor advertising, making it more responsive, agile, and strategically aligned with live events. Sharing the sentiment, Vaishal Dalal, Co-Founder & Director, Excellent Publicity, says, “Rather than planning cycles of months, brands are now able to run OOH campaigns in hours or days, enabling them to take advantage of trending subjects, cultural events, and seasonal occasions. Quick OOH is also adequately assisting brands in budget optimisation by executing short-term, high-impact campaigns. Quick test-and-innovation capability means that brands can optimise engagement while remaining agile and cost-effective with their OOH strategy.”
Another key factor driving the resurgence of traditional OOH advertising is the increasing importance of experiential marketing. Consumers are no longer satisfied with just seeing an ad on their screen; they want to experience the brand in a more tangible way. Traditional OOH advertising offers a unique opportunity for brands to create immersive and engaging experiences that leave a lasting impression on the audience.
“Creativity is the backbone of any impactful OOH campaign. Consumers don’t just want ads—they want entertainment. We’ve seen how fun, bold messaging creates real-world engagement, driving organic conversations. From high-impact storytelling to quick-turnaround tactical messaging, OOH continues to evolve as a powerful, data-driven, and creatively rich medium. With brands’ fast imbibing culture in their creatives, OOH is no longer just a long-term awareness tool but a real-time engagement platform,” says Junaid Shaikh, Managing Director, RoshanSpace Brandcom Pvt Ltd.
With advancements in data analytics, location intelligence, and innovative formats, traditional OOH is becoming increasingly effective, making it more relevant than ever. While it is far away from holding the biggest chunk of AdEx, in a playground where Digital and TV are fighting for prominence, OOH advertising may well become the X-factor that helps brands cut through the digital clutter and connect with consumers in a more meaningful way.
