Once the ubiquitous backdrop of Indian cityscapes, billboards have undergone a dramatic reinvention. From static messaging to sassy banter, India’s outdoor advertising is no longer just about being seen—it’s about being talked about. A new trend has emerged across cities and highways: the Billboard vs. Billboard Challenge—a cheeky, competitive form of public relations warfare that’s playing out in real time, on the streets and across social media feeds.
One of the most viral examples came when Zomato and Blinkit engaged in a playful exchange inspired by the movie Maa Tujhe Salaam: “Doodh mangoge, doodh denge; kheer mangoge, kheer denge.” Zomato’s billboard cheekily promised, “Doodh mangoge, doodh denge,” while Blinkit, in quick response, countered with “Kheer mangoge, kheer denge.” The simplicity of the banter, combined with clever placement, caught public attention instantly. Photos of the two billboards side by side began circulating on the social media platforms, prompting other brands to join the fun with their own “doodh-kheer” twists. What started as an outdoor advertising move turned into a social media wave, proving how quickly OOH can spill into digital conversations when the idea is sharp and shareable.
Netflix India has consistently harnessed outdoor media for clever conversations with commuters. In one memorable Mumbai campaign, they positioned “Netflix instead” billboards featuring Sacred Games characters—nudging commuters to choose streaming over road-time boredom.
Their campaign promoting Kho Gaye Hum Kahan took nostalgia to another level. Beneath large posters from Dil Chahta Hai and Zindagi Na Milegi Dobara, smaller hoardings read:
- “DCH with love to Gen X”
- “ZNMD with love to Gen Y”
- “KGHK with love to Gen Z”
This layered storytelling made the billboards feel like a direct line to millennials and Gen Z.
Not all billboards need rivals—some just aim to impress. In 2020, Hotstar erected India’s longest billboard (over 10,000 sq. ft) along a highway in Uttar Pradesh. With the tagline “Itna zyada free entertainment ki ye board bhi kam pad jayega” (So much free entertainment, even this billboard won’t suffice), it stood out not just for scale, but for ambition.
Even the auto sector isn’t immune. India’s electric vehicle (EV) space is having its own competitive billboard moment—where strategic visibility matters.
Tata Motors, India’s EV pioneer, still leads, but is facing sharp competition. Its market share slipped from nearly 80% two years ago to around 42% in early 2025. Meanwhile, MG Motor, riding on the Windsor EV and an innovative “battery-as-a-service” model, surged to nearly 37% market share in the same period. More recently, MG and Mahindra – put together — accounted for over 50% of India’s EV sales—marking a powerful shift in the outdoor advertising space that relies on consistent visibility and brand perception. It’s not head-to-head billboard banter like the Zomato–Blinkit moment, but it’s a slower, strategic skirmish—where each hoarding in a busy corridor becomes a move on a chessboard.
Why Billboards Still Matter in PR Strategy
- Physical meets digital: Billboards are now content commodities—if the line lands, it’s shared, screenshot, and retweeted instantly.
- Competitive theater: Brands are no longer just broadcasting; they’re dialoguing, challenging, and responding in real time.
- Cross-sector creativity: From food delivery and streaming to automakers and local stores—everyone’s in on the action.
- Cultural resonance: Humour, nostalgia, local pride—it’s about connecting, not just selling.
In India’s increasingly cluttered media landscape, if your billboard can’t spark a laugh—or a debate—it’s just wallpaper. Whether you’re Zomato, Netflix, or a local boutique, today’s outdoor ads are built not just to be seen—but to be talked about.
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