The Out-of-Home (OOH) Advertising Convention (OAC), the Indian OOH advertising industry’s premier knowledge sharing and networking event, enters its milestone year of 20. 

The 20th edition of the Out-of-Home (OOH) Advertising Convention (OAC), the Indian OOH advertising industry’s premier knowledge-sharing and networking event, celebrated a major milestone as it marked two decades of impact.   

Held on July 24th and 25th, 2026, at The Grand Hyatt in Goa, OAC 2026 was centered on unraveling the ‘X’ factor—representing the intersection of diverse elements that define today’s marketing ecosystem.

The event explored 'X' as the crucial point where key dimensions converged: brands and consumers, digital and physical, AI and human, data and instinct, and the virtual and real worlds.

The X Factor at OAC 2026 operated on multiple levels for all participants, including delegates, speakers, exhibitors, and anchors, encouraging them to:

• Expand – The horizon to unlock new possibilities
• Explore – New insights and opportunities
• Express – Challenges and new ideas   
• Experience – A convergence point where the ‘X’ factor came alive

Ultimately, OAC 2026 spotlighted the X factor not only as the central theme for all sessions, but also through the overall experience it delivered to its attendees.