The Ram Mandir inauguration set the tone for the return of OOH as an impactful marketing tool. Ayodhya OOH ad rates saw a 150 percent growth before the event and experts predict at least 15X to 17X surge in OOH spends moving forward.

As the 2024 general elections approach, Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising emerge as pivotal tools for political campaigns. OOH will see investments to the tune of Rs400 crore in the coming months according to media buyers.

“The versatility of an LED van as a moving platform allows it to connect emotionally with people at public places, making it a preferred choice. DOOH is increasingly being used for propagating public messages for institutions such as the Election Commission to raise awareness about voting rights, importance of voting in an election or voter registration process,” Radhakrishnan added.

“Approximately 40 percent of the election budgets are earmarked for OOH, including DOOH,” said Rajesh Radhakrishnan, co-founder and chief marketing officer, Vritti iMedia.

According to experts, the Ram Mandir inauguration has already set the tone for the return of OOH as an impactful marketing tool.

In fact, Ayodhya OOH ad rates saw a 150 percent growth before the event and experts predict at least 15X to 17X surge in OOH spends moving forward.

“At the end of the day, the goal is to create a strong visual presence that leaves a lasting impression on voters and helps build a positive perception of the candidate or party. Therefore, DOOH and traditional formats like hoardings, kiosks, mobile vans, wall paintings, wall wraps, banners etc. will not lose their charm,’ he added.