‘Government demand is driving Chhattisgarh’s OOH’

Chhattisgarh’s out-of-home (OOH) market is witnessing steady growth, led primarily by strong government spending and increasing inventory across cities and smaller towns. 

According to Rishabh Parakh, Director of Operations at SVA Media Consultancy, the market has expanded significantly over the last 2–3 years, with Raipur alone accounting for over 1,000 inventory units. 

“The market is good overall, especially compared to other central Indian states. Government campaigns play a major role, both in static and digital formats,” he says. 

This demand has led to deeper penetration of OOH formats across Tier 2 and Tier 3 markets, with central unipoles and digital screens becoming increasingly common across districts and even smaller towns. 

However, despite the rise in infrastructure, including digital, adoption remains largely government-led. “Growth is mainly driven by government campaigns,” Rishabh notes and adds that in the context of digital and static, local advertisers still prefer static media.  

The surge in government demand has also intensified competition. New entrants are investing in inventory, particularly unipoles, leading to aggressive pricing and reduced margins for media owners. 

“Too many players are entering due to government budgets. This is causing rate cutting and pressure on revenues,” he explains. 

Transit media, particularly train advertising, is also gaining traction, with bidding values increasing significantly in recent years. 

Looking ahead, Rishabh sees strong growth potential, driven by industrial expansion, real estate development in New Raipur, and increasing presence of national brands. 

“In the next 3–5 years, the market will grow further. More companies are entering, and marketing spends are increasing,” he adds. 

Cities such as Bilaspur, Durg, Raigarh, and Korba are also emerging as key OOH hubs, supported by retail expansion and category growth across jewellery, automobile, and industrial sectors