This Diwali, OOH ad sales increase by 20%, while data-driven campaigns increase DOOH share by 24%.

This year's Diwali brilliance extended beyond diyas and fireworks, illuminating billboards, computer screens, and Indian cityscapes. Brands transformed the outdoors into a canvas of color, emotion, and commerce by painting the streets with joyous tales in both Tier-II communities and busy metropolises. The outcome? For the Out-of-Home (OOH) advertising sector in India, this was one of the busiest holiday seasons to date. Due to early holiday planning, daring creative executions, and a swift transition to digital and data-led outdoor solutions, the industry saw impressive double-digit growth as consumer sentiment skyrocketed and advertiser confidence returned in full force.The OOH sector has grown significantly over this holiday season, which is indicative of both the restored vigor in consumer markets and economic optimism. Vaishal Dalal, co-founder of Excellent Publicity, emphasized this momentum and noted that the industry's growth trajectory is still strong.

This holiday season, the OOH sector has experienced strong double-digit growth. OOH advertising revenues increased steadily across the country, from ₹4,140 crore in 2023 to ₹4,650 crore in 2024, and are expected to surpass ₹5,200 crore in 2025. The entire OOH ad expenditure increased by more than 15–20% year over year during Diwali, thanks to robust seasonal campaigns in industries including retail, FMCG, consumer durables, automotive, and BFSI."Internal estimates indicate a ~40% YoY increase in Diwali-related OOH bookings at Excellent Publicity, surpassing the industry average," he added. Early festive planning, strong advertiser confidence, and nearly full occupancy across premium billboard sites were credited with this spike.Vikas Nowal, CEO of Interspace Communications, echoed this pattern, stating that the company also experienced a notable Christmas bump. Our OOH company has performed well throughout the Diwali holiday season this year, with a projected 20% increase in sales over the previous year. Higher consumer involvement and greater advertising confidence throughout the festival period are reflected in this uptick," he continued. With companies aiming for both quantifiable engagement and widespread effect, both leaders concur that the OOH medium has become one of the most dependable and prominent options for festive storytelling.