Best OOH campaigns of 2025: Yuvrraj Agarwaal shares his pick

Tata Coffee Gold – The Aroma-Anamorphic Experience 

Why it stood out: This campaign fundamentally redefined “immersion.” It wasn’t just visual; it was multisensory. By synchronizing a 3D anamorphic display with real-time aroma diffusion and AI-generated personalized visuals, it broke the “fourth wall” of advertising. 

Summing up: It proved that OOH can compete with the dopamine rush of digital media. It transformed a passive viewing experience into a visceral one—you didn’t just see the coffee; you smelled it and became part of the art. A benchmark for sensory branding. 

Essentially, Laqshya didn’t just show the coffee; they made the mall smell like it and share the latte art on social media. It was the first ad you could taste with your nose. 

Lotus Biscoff – The Red Takeover (Launch Campaign) 

Why it stood out: This was a masterclass in Scale and Semiotics. To launch a cult global brand in India, they didn’t whisper; they roared. The campaign utilized a massive volume of high-impact sites, monopolizing the color red to create an “inevitability effect” across major metros. 

Summing up: It demonstrated the power of “Authority Marketing.” In a fragmented media world, physical ubiquity is the fastest way to signal market leadership. The sheer scale made the brand feel instantly established and premium. 

In a world of digital noise, they chose physical silence—a single color, a single message, everywhere. This wasn’t a launch; it was a red invasion. 

Nykaa – “Pink Friday” & Tanishq – “Mriganka” (Tie) 

Why they stood out: 

• Nykaa (Diwali/Pink Friday): For its “Hyper-Local Relevance.” They used witty, localized copy and transit media (metro wraps) to turn a sale event into a cultural moment, effectively “hacking” the city’s festive mood. 

• Tanishq (Mriganka): For “Visual Storytelling.” They used premium large-formats to bring a mythical narrative (floating palaces) to life, proving that OOH is the best canvas for high-definition luxury storytelling. 

Summing up: Both campaigns mastered the art of Context. Nykaa owned the “urgency” of the festive sale through density, while Tanishq owned the “emotion” of the festival through aesthetic grandeur. They showed how OOH can drive both performance (sales) and brand love simultaneously. 

Nykaa proved that OOH is the original social media, turning a sale into a city-wide conversation. Tanishq proved that a billboard can be a movie screen, turning a commute into a cinematic journey.