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India’s OOH advertising sector is undergoing a radical transformation, evolving from static billboards to immersive, tech-driven spectacles that demand attention and spark engagement.
From floating holograms and robotic arms to dual screen illusions and mobile-synced digital triggers, the medium has broken free of its physical constraints to become a dynamic storytelling platform. With brands seeking deeper emotional connections and greater memorability, OOH is no longer a passive format. It is now a theatre of innovation.
The momentum is visible across the board. For Tanishq, a 40-foot holographic projection floated above Mumbai’s Bandra skyline, making it appear as if jewelry were hovering mid-air over the sea link. The campaign, executed by Laqshya Media Group, was India’s first large-scale holographic brand display and set a new benchmark for what outdoor media could achieve.
“The future of OOH isn’t out of home, it’s out of this world,” says Yuvrraj Agarwaal, Chief Strategy Officer, Laqshya Media Group. “We’ve moved from occupying space to orchestrating experiences.
In the Tata Tea Premium “Desh Ke Dhaage” 3D campaign, where specially designed handloom threads burst from a CyberHub installation on Independence Day, weaving a narrative of freedom and heritage. For Tata Tea Gold, the brand went one step further by deploying a dual screen 3D anamorphic installation in the heart of Kolkata during Durga Puja. It was India’s first dual screen outdoor illusion, giving viewers a spiritual experience that moved with them.
Another breakthrough was the Marriott Bonvoy and HDFC Bank mixed reality campaign, where a credit card launch was staged like a cinematic trailer. Digital OOH billboards synced with nearby mobile devices, tailoring travel stories by city and user proximity and blending offline spectacle with online relevance. These innovations are part of a broader shift where outdoor campaigns are not just about visibility but about interaction and immersion, as per Agarwaal.
At the Indian Oil pavilion at India Energy Week, Laqshya introduced synchronized robotic arms that narrated India’s energy journey through futuristic movement. Footfall doubled compared to the previous year. As Agarwaal puts it, “We no longer ask, ‘What’s the message?’ We ask, ‘What’s the experience?’”
The growth is backed by hard numbers. According to the Pitch Madison Advertising Report 2025, India’s OOH industry reached ?4,650 crore in 2024 and is projected to cross ?5,000 crore this year. Digital OOH alone is growing at over 12 to 15% year on year, driven by high footfall locations like malls, airports, and metros. However, the innovation boom is not limited to digital screens alone. From kinetic sculptures and augmented reality to hyperlocal storytelling, brands are finding new ways to surprise and engage.
Jayesh Yagnik, Chief Executive Officer, MOMS Outdoor Media Solutions, believes innovation today is not optional but fundamental. “OOH must evolve with culture, technology and consumer behaviour. It is no longer just about occupying physical space but owning mental attention,” he says.
For Maruti Fronx, MOMS created a 3D anamorphic illusion that played with visual depth. Britannia’s Nature’s Delight line used a biodegradable cotton billboard that reinforced the brand’s eco-friendly ethos.
With Godrej, MOMS activated high-engagement baggage belt takeovers at premium airports, tapping into captive audiences through bold creative zones.
On-ground creativity has also become hyper contextual. During the kite-flying festival of Uttarayan in Ahmedabad, Swiggy launched a campaign using bright orange kites printed with quirky slogans, turning a cultural ritual into a brand-owned moment in the sky.
Shaadi.com, in a more emotionally charged intervention, placed a melting ice sculpture of a groom on Mumbai’s Carter Road. It signified the fading chance of finding the right match and drew attention to its platform in a poignant, visual way. Marriott Bonvoy took hyperlocal a step further by dynamically changing billboard messaging across cities and syncing content with nearby mobile ads to serve relevant offers and narratives in real time.
Adil Khan, Head of OOH business at Cheil India, notes that content today is no longer confined to the screen. It extends into the street and back onto the user’s phone. “We do not just buy media, we buy audiences. Content is a lethal weapon in this space, but only if married with the right placement and strict compliance,” he says.
Ultimately, outdoor media is being redefined from a static brand exposure tool to a dynamic canvas of real-world storytelling. Whether it is a robotic arm narrating India’s energy future or dual screens conjuring goddesses on a festive street, OOH is no longer content with being seen. It wants to be remembered. And in a cluttered attention economy, that is exactly what brands need.
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