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With elections to the Brihanmumbai Municipal Corporation (BMC) finally getting the green light, the outdoor advertising (OOH) industry is gearing up for a major revenue spike. Industry players anticipate a 10–15% increase in OOH ad spends during the civic polls — a direct result of heightened political visibility campaigns and the strategic significance of India’s richest municipal body.

The Maharashtra government recently initiated the long-pending electoral process for 29 municipal corporations, including Mumbai, following a Supreme Court directive mandating the notification and completion of polls within four months. As the BMC elections loom, industry leaders say the timing couldn’t be better for the outdoor media sector.

Dr. Yogesh Lakhani, Chairman & Managing Director, Bright Outdoor Media Limited, “Election period always lead to higher spending on outdoor advertising, as parties and candidates want to be more visible and connect with people across the city. For the BMC elections in Mumbai, we expect outdoor advertising spends to grow by at least 10-15% compared to a regular year. Both large billboards and smaller local sites will see strong demand, and the elections will definitely give a good boost to the OOH sector this year.” 

Bright Outdoor Media is projecting a 40–45% revenue growth in the current fiscal year, backed by rising digital adoption, infrastructure developments, and upcoming BMC elections. For FY25, the company reported a revenue of ₹126 crore, up 18.8% year-on-year. EBITDA stood at ₹26 crore, reflecting a margin of 20%, while PAT rose to ₹19 crore — a YoY growth of 18.9%.

Lakhani said, “OOH is expected to contribute significantly to overall AdEx during the civic elections. In Maharashtra, we anticipate OOH’s share could rise to around 10-12% of total AdEx during this period, higher than the usual 5-7% share. This is driven by the medium’s unmatched reach, visibility, and ability to dominate key geographies, which is vital for political campaigns.” 

Among the 29 municipal corporations included in this process are Pune, Nagpur, Thane, Nashik, Pimpri-Chinchwad, Navi Mumbai, Vasai-Virar, Chhatrapati Sambhajinagar, and Kalyan-Dombivli.

Vikas Nowal, CEO of Interspace Communications, called the upcoming BMC elections the "biggest canvas" for OOH in 2025. “The OOH pie — spanning Digital OOH (DOOH), conventional formats, and transit media — is likely to be the largest beneficiary. All political parties are expected to go aggressive, especially the ruling party, which will likely leverage government communication budgets to promote its policies,” he said, estimating that total OOH political spend in Mumbai could hit ₹30 crore."

However, Nowal also flagged a growing challenge within the sector: the cannibalization of conventional hoardings by DOOH. "Unfortunately in the current scenario, the DOOH is eating out of the conventional OOH pie leading to cannibalism since DOOH in its current avatar isn’t leveraged to its potential."

<a href="https://www.storyboard18.com/advertising/year-after-ghatkopar-hoarding-collapse-ioaa-pushes-self-regulation-policy-for-ooh-industry-67523.htm">Read More: Year after Ghatkopar hoarding collapse, IOAA pushes self-regulation policy for OOH industry</a>

Nowal explained, "The investment in DOOH put together by media owners could make it claim as much as 30% of the total OOH ad spend. Digital is definitely growing at a faster pace since BMC is not approving new sites but the existing ones continue to turn to DOOH.” 

On a usual basis, with the same dimension and other relevant parameters, DOOH fetches 2-3X of the regular non DOOH pricing. This is owning to the fact that DOOH runs six ads on the same site compared to conventional OOH. Nowal added. 

Despite high demand, the BMC’s freeze on approving new hoarding sites has pushed media owners to retrofit existing spaces into digital formats. This has driven DOOH growth but also intensified competition within limited inventory.

Meanwhile, industry watchdogs like the Indian Outdoor Advertising Association (IOAA) are urging authorities to crack down on illegal hoardings, especially in a high-stakes election season.

“The civic body and election commission must ensure the city isn’t defaced with unauthorized banners and billboards,” said Praveen Vadhera, CEO of IOAA. “Political parties should communicate ethically through legal channels. It's time we preserve Mumbai’s skyline from election-time chaos.”

The Brihanmumbai Municipal Corporation (BMC) generated ₹234.783 crore from advertisement and hoarding fees in 2024-25, compared to ₹157.8492 crore in 2023-24, marking a 48.74 percent increase in revenue from BMC's license department.

It should be noted that the Mumbai Traffic Police Department, which issues No Objection Certificates (NOCs) for installing out-of-home (OOH) hoardings in the city, has put all new proposals on hold until the Brihanmumbai Municipal Corporation (BMC) finalizes the policy on Guidelines for Display of Outdoor Advertisements 2024.

<a href="https://www.storyboard18.com/agency-news/after-year-long-pause-bmc-set-to-greenlight-new-hoardings-bright-outdoor-media-70108.htm">Read More: After year-long pause, BMC set to greenlight new hoardings: Bright Outdoor Media</a>

<a href="https://www.storyboard18.com/how-it-works/bmcs-advertisement-revenue-soars-48-74-reaches-rs-235-crore-55654.htm">Read More: BMC's advertisement revenue soars 48.74%, reaches Rs 235 crore</a>

<a href="https://www.storyboard18.com/how-it-works/advertisement-policy-will-decongest-skyline-to-be-declared-shortly-bmc-chief-55649.htm">Read More: Advertisement policy will decongest skyline, to be declared shortly: BMC Chief</a>

BMC elections set to drive 15% surge in outdoor advertising revenue

Ahead of India's general elections this year, Google is supporting ‘Shakti,’ a consortium of news publishers and fact-checkers. This initiative aims to combat online misinformation, including deepfakes, through early detection and collaboration. The project will provide training and resources to enhance fact-checking capabilities and ensure access to trustworthy information for voters.


Starting today until the conclusion of the general elections in India, the project will focus on connecting independent fact checkers and Indian language publishers, giving them a collaborative platform to share fact checks, research resources and alerts on elections-related viral misinformation and deepfakes, saving crucial time. 


 Fact-checks in multiple Indian languages and formats, including videos, will be shared and amplified via partnering news publishers, ensuring they reach a wider set of language users and diverse audiences across the country.



“In addition, the project will provide news organisations and fact-checkers essential training in advanced fact-checking methodologies, deepfake detection, and the latest Google tools like the Fact Check Explorer, to streamline verification processes.With this launch, the Fact-Checking Collective will continue to onboard new partners and scale the effort to reach most parts of the country,” said a Google blog. 



Shakti, will be driven by DataLEADS, in collaboration with the Misinformation Combat Alliance, The Quint, VishvasNews, Boom, Factly, and Newschecker, with support from the Google News Initiative. 

"The Fact-Checking Collective will continue to prioritise publishers producing original news in Hindi, Tamil, Telugu, Malayalam, Kannada, Bengali and Marathi," said the blog. 


"We are proud to work with India's leading fact-checking organisations and news publishers to spearhead Shakti, especially at a time when deepfakes are being increasingly used for disinformation purposes,” said 
Syed Nazakat, founder and CEO, DataLEADS.


“Amidst a complex information landscape, with the elections round the corner, the Collective is a crucial intervention towards building a robust fact-checking ecosystem to safeguard the democratic processes. We are honored and excited to partner with Google News Initiative to build this important consortium,” Nazakat added.


.

Google partners with 'Shakti’ to combat misinformation before general elections

Prime Minister Narendra Modi has invited people to participate in the ‘Mera Pehla Vote Desh Ke Liye’ campaign. The campaign is aimed at encouraging young voters to exercise their democratic right to vote.

Earlier today, Union Minister Anurag Thakur also launched the #MeraPehlaVoteDeshKeLiye anthem on X. The campaign is aimed at encouraging young voters to exercise their democratic right to vote.

“A clarion call was given by our Honourable PM Shri Narendra Modi Ji in his recent Mann Ki Baat address and as the nation gears up for its biggest festival of democracy, I urge all of you to join the #MeraPehlaVoteDeshKeLiye campaign and encourage young voters to exercise their democratic right,” said Thakur.

The anthem is an effort to contribute to the campaign launched by Election Commission of India towards voter awareness. Speaking about the campaign in his Mann Ki Baat address, Prime Minister Narendra Modi had said that the campaign focusses on encouraging first time voters to participate in the electoral process in large numbers. 

He had also said that Bharat is proud of its youth power that is full of passion and energy and the more youth participate in the electoral process, the better the results will be for the country.

The Prime Minister has also issued an appeal to influencers across various platforms, including Instagram, YouTube, the film industry, literature, and other mediums, urging them to actively engage in this campaign and inspire first-time voters.

PM Modi launches #MeraPehlaVoteDeshKeLiye campaign to encourage young voters

If political AdEx (advertising expenditure) on digital is anything to go by, the BJP(Bharatiya Janata Party) is far ahead of every other party this season. Congress, the principal opposition party, is not even in the top ten. 

The BJP has boosted political AdEx on social media significantly, splurging a total of Rs 1.5 crore in the last month. Of this, Rs 1.18 crore was spent in the last week alone. The spending on Google ads is even more; according to the Google Ads Transparency centre, political ad spends in the last 30 days stood at Rs 24.5 crore,  with the BJP taking the lead by investing Rs 12.4 crore.

This is just the beginning, said experts. According to them, the numbers will grow faster as the election dates are announced and will also become more targeted.

Coming to targeted spends, Uttar Pradesh saw the highest spends both on Meta and on Google. 

As per the Meta Ad Library Report, between January 11, 2024 and February 9, 2024, the BJP spent Rs 30.01 lakh on ads about social issues, elections or politics in Uttar Pradesh. The Phir Ek Baar Modi Sarkar page on the platform was the second highest spender in the state, with expenditure to the tune of Rs 14.75 lakh for the period.

The trends were similar on Google, too. Uttar Pradesh saw the highest spends when it came to political ads. The BJP spent Rs 1.46 crore in Uttar Pradesh alone. This was followed by Bihar, Gujarat, Madhya Pradesh and Delhi.
These figures just represent the disclosed expenditure adhering to social media platforms’ compliance requirements on political spending. 

However, there exists a substantial amount of unaccounted spending, encompassing collaborations, influencer content creation, and various partnerships, often characterised by subtle messaging strategies.

“Political parties will use all potential opportunities within the digital and content ecosystem. Influencers and video content will be key during the 2024 general elections. Multiple content snippets and narratives will be created and distributed through various social channels,” said Unny Radhakrishnan, CEO, Digitas India.

According to Radhakrishnan, the narratives will be based on development, ideologies,  regional topics etc. 

“WhatsApp will be a key channel with communities and groups formed on the platform being leveraged heavily. In many parts of the country, there are YouTube channels focused on select geographies or audiences, which will also play an important role. One can expect significant paid media spends on most social channels,” he added.

The disclosed numbers on Meta and Google are significantly higher than spends on the 2019 Lok Sabha elections. 

Between February 2019 and  May 2019, Google and Facebook reported a combined political ad expenditure of approximately Rs 58 crore. Google disclosed 12,276 political ads amounting to Rs. 29.3 crore in four months, while Facebook’s India Ad Library declared a total of 132,419 ads valued at Rs 29.28 crore.

“The 2019 Lok Sabha elections were a watershed moment, marking India's transition into the era of digital media-driven politics. The massive ad spends on platforms like Facebook, Instagram, Google, and YouTube highlighted the newfound power of digital media. Now, as we gear up for this year's elections, I'm confident that this trend will not only continue but intensify,” said Shradha Agarwal, Co-Founder and CEO of Grapes, a digital marketing agency.

According to Agarwal, the digital media’s influence has only deepened, making it an important tool for political parties to connect with voters. However, what strikes a challenge here is that, due to the rise of deepfake technology and the rampant spread of misinformation, platforms such as Meta, Instagram and Threads are regulating the kind of content being posted on them. 

“Therefore, this might pose some challenges for political parties leveraging these social media platforms for election purposes,” she said. 

“In response to these challenges, political parties may need to diversify their communication channels and explore alternative avenues for digital media to reach their target audience. Like print media, Google ads, and YouTube, which offer robust advertising capabilities, enabling parties to engage with voters through targeted campaigns and engaging video content,” Agarwal added. 

2024 election: BJP far ahead of Congress, not just in pre-poll surveys but also in this key matrix

The election battle stage is set. Campaigns are live on TV, print, digital and radio. But it is just the beginning. Bharatiya Janata Party (BJP) is gearing up for a fierce campaign drive and ad agencies are fighting it out for a piece of this business. According to sources, more than a dozen advertising agencies, including industry giants Ogilvy and McCann Worldgroup, are currently engaged in pitching to secure the BJP account for the Lok Sabha elections 2024.

While there is no confirmation on the size of the account, sources close to developments said most of BJP’s campaign work is handled internally. However, smaller accounts of media planning, buying, creative and on ground activations are currently afloat.

Other than the heavyweights, contenders for the same account include agencies like, Efficacy Worldwide, Cosmos Maya, Crayons, Moving Pixels, Vishista VFX, Thought Blurb Communications. Media planners said around Rs 30,000 crore was spent on advertising in 2019 before general elections and the figure will grow by at least 30-40 percent this time.


Read more: <a href="https://www.storyboard18.com/how-it-works/bjp-doesnt-need-advertising-and-advertising-doesnt-want-congress-22324.htm">'BJP doesn’t need advertising. And advertising doesn’t want Congress'</a>

“Agencies want to be a part of the winning party’s campaign. They just want to be associated with the ruling party, no matter in what capacity and no matter how big or small the account is,” said the founder of an independent creative agency working with government clients over the years.

They did not wish to be named. They also said 70 percent of the entire election campaign budget is being spent by the ruling party and that is what agencies are after.

“Billings from even a small campaign would be a windfall gain for agencies not just in terms of revenue but also footage and sheer brag value,” they said.

Meanwhile, integrated marketing agency DDB Mudra has dismissed recent speculations and media reports suggesting that it has secured the Congress party's account for the upcoming Lok Sabha elections in 2024. In response to a query by Storyboard18, the agency neither confirmed nor denied any such development, stating that they are not currently handling the Congress party's campaign.

Storyboard18 sources however, have confirmed that Congress has indeed on-boarded DDB Mudra for the upcoming Lok Sabha elections.


Read more: <a href="https://www.storyboard18.com/how-it-works/ddb-mudra-denies-winning-congress-account-for-lok-sabha-elections-2024-21418.htm">Congress sources confirm DDB Mudra on-boarded for LS elections 2024</a>

The Congress party has collaborated with various marketing agencies in the past, including Nixon Advertising and DesignBoxed and others who specialise in political marketing. As the country prepares for the Lok Sabha elections in 2024, there is heightened interest in the anticipated advertising expenditures and their impact on the AdEx.

While speaking to Storyboard18 about the election campaign of both the ruling party and the opposition, one adman quipped, 'BJP doesn’t need advertising. And advertising doesn’t want Congress', indicating that the latter has had a hard-time finding takers for its business among leading agencies.

General Election 2024: Ogilvy, McCann, Crayons, Cosmos, Efficacy, many more vying for BJP campaign accounts

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. 

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

OOH and DOOH are favoured for their affordability and direct impact, said Radhakrishnan.

“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.

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.

“The first half of 2024 would be an event packed year with IPL and the general elections. Estimates suggest OOH would see almost Rs 400 crore plus spends in the coming months that would fuel OOH growth by 11 percent-12 percent this year,” said Partho Ghose, CEO, at full service agency InSync (a unit of Tribes Communication) that offers OOH, experiential marketing, activation and digital solutions.


Trend setters in OOH 

The widespread use of LED vans, reaching every corner of the country, marks a revolution in OOH, said Radhakrishnan. 

“DOOH, primarily associated with highway hoardings representing 5 percent of OOH ad spends, is expected to rise significantly to 20 percent in the next 4-5 years, particularly gaining traction in small cities and villages. Using DOOH, candidates can convey their achievements through 30-60 second videos displayed on vans that reach diverse locations, surpassing the limitations of other media,” Radhakrishnan said.

The space will also see tech innovations.

There is CGI (computer-generated imagery) - these artificial yet hyper-realistic ads are the latest trend in the OOH industry and experts expect to see a lot of such augmented reality solutions to create the buzz through larger-than-life and uniquely creative ads.

“With increased internet and mobile dependency within non-metros, we will see Influencer-driven OOH to be a catalyst for driving social media engagement this year along with geofencing to re-target the audience who is in vicinity of an OOH format,” said Ghose.

“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. 

Centre vs state spends

Rachana Lokhande, founder of Glocal Bridge, partner at OOH Capital and advisor with the Indian Outdoor Advertising Association said that the state governments are heavily spending on political campaigns ahead of national elections to secure their candidates, while national campaign spending is expected to be lower due to a short window for advertisement approvals from the central government.

“Out-of-home advertising growth in 2024 is projected to be around 12 percent overall, with an additional 4-5 percent growth in some states due to increased political spending,” Lokhande said.

Read More: <a href="https://www.storyboard18.com/quantum-brief/ayodhya-ooh-ad-rates-see-150-percent-growth-20758.htm">Ayodhya OOH ad rates see 150 percent growth</a>

2024 General Elections: Outdoor advertising set to surge with Rs 400 crore political spends

Even after the conclusion of the World Cup tournament, both offline and online betting channels remain active. The focus, however, has shifted from the pitch to polls. With the election results due on December 3 for Chhattisgarh, Telangana, Madhya Pradesh, Rajasthan and Mizoram, bets have reached a record high, reportedly ranging between Rs 7 crore and Rs 8 crore.


Bets, starting as low as Rs 100, are being placed on potential chief ministers, winning parties and even independent candidates, mirroring the process of sports betting.


As per experts, when betting on elections, it's not just money at stake.


“Betting on elections or any form of betting is illegal in India. When individuals or entities place bets on political outcomes, there is a risk of influencing the democratic process to favour financial gains rather than the genuine will of the people,” said Akhil Anand, partner at law firm DSK Legal.


In India, the legal status of betting and gambling is subject to the jurisdiction of respective states. While some states have specific provisions allowing certain exemptions (on games of skill or state-run lotteries), betting on elections, though, is uniformly prohibited to maintain the sanctity of the electoral process.


“With the state elections, there is an increased potential for such illegal betting. There is a need for a robust legal framework that addresses emerging challenges and ensures the transparency of the electoral process,” Anand added.


The authorities are actively addressing the situation. 


Earlier this month, the Ministry of Electronics and Information Technology (MeitY) issued blocking orders for 22 illegal betting apps and websites, including Mahadev Book and Reddyannaprestopro. This action followed investigations by the Enforcement Directorate (ED) into an illegal betting app syndicate, leading to raids on Mahadev Book in Chhattisgarh.


“Curbing is not a viable solution; the best approach is effective regulation. Clear parameters differentiating between games of skill and games of chance need to be established to discern gambling from skill-based activities. Appropriate measures should then be implemented recognising that. An outright ban is not the answer,” said another subject matter expert, who did not want to be identified.


However, while some apps may have been proscribed, clearly, banning has proven ineffective in curbing offline betting.The offline 'satta bazaar' is fully operational, with individuals turning to social media to share seat predictions and recognising them as reliable indicators.

Post-World Cup surge: High-stakes political betting ahead of state election results

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