OAA 2025 – Guidelines & Award Categories

Guidelines

  1. All OOH Campaigns / Outdoor Advertising / Activations should have been executed between 1 April 2024 – 31 March 2025.
  2. Any entry (campaign/ idea) submitted for OAA 2024 contest or earlier editions cannot be re-submitted for OAA 2025 contest, even if the same campaign has been extended into 2025.
  3. An entry can be submitted in different main categories. However, an entry cannot be submitted for multiple sub-categories within a category.
  4. To avoid filling forms repeatedly of the same campaign for submission for multiple categories, kindly duplicate the entry by clicking on "duplicate entry" (option available at submission portal). However, edit the required field as per the parameters laid down for that particular category.
  5. All entries submitted for OAA 2025 by agencies, media owners or solution providers should be mandatorily accompanied by an NOC from the ad owners (advertising brand). If the entry is submitted by the advertising brand itself, the NOC is not required. To download NOC format CLICK HERE.
  6. Do not mention the Contesting Company's name or logo anywhere in the content of the documents or in the pictures or in the video. Any such mention will invite disqualification (Advertising brand name and logo projected in the campaign can be visible in the submissions).
  7. Read the Terms & Conditions governing each Category mentioned below befosubmitting your entries on this online platform.
  8. All entries will be submitted online. First step is to register and submit the billing information. Once registration is done, the email will be sent on registered email id with user id and password for future access for entry submission.
  9. There will be two rounds of judging. The first round will be conducted online, whereas the second round will be conducted in-person by the Jury at a designated venue.
  10. The entries to OAA Contest will be evaluated by the Jury as per the Business Parameters laid down. Hence, you are advised to keep in view the Business Parameters while drafting the content for each of your submissions.
  11. The award fee of Rs. 12,000 per entry covers only the contest charges and does not include fees for the award night or conference participation. 
  12. Winners of the 19th Edition of OAA will be declared at the grand OAA award function scheduled to be held on July 19, 2025 at The Westin Mumbai Powai Lake, Mumbai.

MATERIAL REQUIREMENTS

  • Entry documentation should contain campaign images (max width 1200 px - max height 1200 px),
  • Video with voiceover/ music (video limit - 40 MB; 2 Min).
  • Discription as per category - Details of the campaign strategy and impact assessed, etc
  • NOC from the client
  • Client details.

For detailed information please go through the parameters laid down for each category. Download the sample form available for each category for guidance on compiling all the information required before filling out the entry forms online.

 

 

Entry Deadline: 20th May 2025
Entry Fees : Rs. 12,000/ + GST per entry

1. Brand Categories

  • There are 11 sub-categories under Brand Categories. Only OOH campaigns with multiple execution will be considered hereunder.
  • “Campaign of the Year” - All nominated entries under Brand Categories qualify for consideration for the Campaign of the Year award that will be selected from the Brand Categories. That is, the Jury shall select the ‘Campaign of the Year’ winner(s) from the nominated entries under this category.
Code Category Scope Who can Participate?
1.A Automotive

Manufacturers and suppliers of vehicles including those of consumables and spares in the automotive segment

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative agency ENTER NOW
1.B Consumer Durables

White goods, Brown goods, Home furnishing, Home deor, paints, etc.

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative agency ENTER NOW
1.C E-Commerce, M-Commerce & Online Platforms

B2B or B2C platforms for buying and selling goods or services online, online platforms, digital commerce platforms, online apps, gaming apps, etc

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative agency ENTER NOW
1.D Fashion & Lifestyle

Clothes, Footwear, Perfumes, Makeups & Cosmetics and accessories like Watches, Jewellery, Bags, Purses, Belts, etc.

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative agency ENTER NOW
1.E Financial Services

Banks, financial services, insurance companies, etc.

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative agency ENTER NOW
1.F FMCG

Personal care, household goods, food & beverages, etc

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative agency ENTER NOW
1.G Media & Entertainment

TV channels, radio, print media, digital media, outdoor concessionaires, movies, music labels, festivals, artistes etc.

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative agency ENTER NOW
1.H OTT (Over The Top) Media Services

Streaming media service offered directly to viewers via the Internet

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative agency ENTER NOW
1.I Retail Brands

Stores, Restaurants, Salons, malls, Clubs, Gyms, etc.

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative agency ENTER NOW
1.J Travel & Hospitality

Airlines, Railways, Bus services, Hotels, Destinations, Tour operators, Travel services, etc.

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative agency ENTER NOW
1.K Other Categories

Projects that do not fall under the above categories can be entered here. The category of this award shall be taken as per the winning entry. e.g. Real estate & Construction, Telecom, Healthcare Services, Educational Services, Business & Home Services, etc.

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative agency ENTER NOW

Terms & Conditions:

  • Entries to this category shall be supported by specific information on the
  • Number of media units used (Minimum 50)
  • Number of formats used (mimimun of 3) Pl note: use of even a single format may be accepted if the strategy for the same is adequately justified in the submission.
  • Exception: For Sub-Categories 1i. Retail Brand and 1l. Other Categories -- campaigns executed in just 1 city using a minimum of 15 media units are also eligible.
  • Activation can be a part of entire campaign as one of the formats and not to be submitted as a separate entry under brand categories. 
  • The entries are judged purely from the point of view of multiple execution strategy and not by any single activation and innovation. Ensure that any information on activation and innovation may be presented as an additional dimension to the campaign.

Parameters:

The video and the discription can be explanative of -

The creative aspect - The idea, Campaign objective, Target audience, Execution details like Scale (description of the OOH formats used, number of OOH media units used, geographical locations), Innovative use of different formats and Impact assessment.

To download the sample entry form CLICK HERE (the entries shall be uploaded online. The sample form is the reference for compiling the information).

2. Media Plan of the Year

  • This is a Presentation category - Wherein a representative of the company shall make a presentation in person to the Jury - if the particular entry is shortlisted for the second round.
Code Category Scope Who can Participate?
2.A Outdoor Media Plan of the Year - Local

Awarded to the best Outdoor Media Plan of the Year covering a single city or single region – providing details on target audience, key locations covered within the city/market.

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative agency ENTER NOW
2.B Outdoor Media Plan of the Year - National

Awarded to the best Outdoor Media Plan of the Year covering a minimum of three states –providing details on target audience, key locations covered within each city/market.

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative agency ENTER NOW

Terms & Conditions

Entries to this category shall be supported by specific information on the minimum number of media units used

  • 20 media units for Local Media Plan of the Year
  • 50 media units for National Media Plan of the Year
  • Formats used - minimum of three different formats (use of even a single format may be accepted if the strategy for the same is adequately justified in the submission and duly certified by the client).

Parameters:

This is a Presentation category:

In this category, a company representative will be required to make an in-person presentation to the Jury if the particular entry is shortlisted for the second round. You will be notified after the first-round results if your entry has been shortlisted.

The presentation must address the following parameters (each point carries 20% weightage in the final evaluation of the shortlisted entry):

i) Media Strategy ii) Media Reach iii) Media Mix iv) Media Execution v) Impact Assessment

While uploading the entries the DESCRIPTION & VIDEO can be explanative of (Maximum 500 words): Media Strategy in relation to overall communication objective, Target audience, Budget allocated, Coverage of locations, Media mix, Monitoring mechanism and Impact assessment.

Media Strategy in relation to overall communication objective, Target audience, Budget allocated, Coverage of locations, Media mix, Monitoring mechnism and Impact assessment.

To download the sample entry form CLICK HERE ((the entries will be uploaded online. The sample form is reference for compiling the requisite information))

3. Special Categories

  • Under special categories there are - 7 Sub categories. Single execution entry can be submitted here.
  • Any entry submitted in one special category cannot be submitted in any other special category.
Code Category Scope Who can Participate?
3.A Innovation of the Year

The most innovative or creative execution using any conventional or non conventional OOH/DOOH format.

Innovation includes any "out of the box" idea or execution.

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative agency, Media Owner (if client is directly engaged), Outdoor Solution Providers ENTER NOW
3.B Best Use of Ambient Media

The most creative use of non-conventional outdoor media and includes structured ambient spaces like restrooms, gardens, beaches, etc. as well as one-off, non-scalable ambient opportunities.

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative agency, Media Owner (if client is directly engaged), Outdoor Solution Providers ENTER NOW
3.C Best Use of Mall & Cineplex Media

Best creative and innovative use of media at malls and / or cineplexes for a campaign using static and / or DOOH advertising media. 

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative Agency, Media Owner (if client is directly engaged), Outdoor Solution Providers like Programmatic Platforms ENTER NOW
3.D Best Use of Transit Media

Best creative and innovation for a single campaign using transit media at airports / in-plane / aircraft exterior branding / Metro station branding / Metro train branding including in-train branding / Rail station branding / Rail train branding including in-train branding / cab branding / bus branding / auto rickshaw branding and / or any other transit media format. 

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative Agency, Media Owner (if client is directly engaged), Outdoor Solution Providers like Programmatic Platforms ENTER NOW
3.E Best Experiential Initiative in OOH

Any activity / execution / demonstration done in the OOH space solely for the purpose of promotion and / or advertising which includes consumer engagement or experience.

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative agency, Activation agency ENTER NOW
3.F Brand Activation at Retail Store

Any Activation/ demonstration/ launch of new product done at retail store solely for purpose of promotion or advertising which include consumer engagement or experience.

 Advertising Brand or Retail store, Outdoor Specialist Agency, Media Agency, Creative Agency, Activation/BTL Agency. ENTER NOW
3.G Best Sustainable Initiative in OOH

Entries can be submitted by those maintaining parks, gardens or anything which enhances the natural environment for society. Also any media owner who has used  recycled material, and/ or even used environment friendly material to create OOH media.

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative agency, Media Owner, Outdoor Solution Providers ENTER NOW
3.H Best Use of Audio Advertising in OOH

Excellence in the use of audio announcements as a medium for brand communication in out-of-home environments. It celebrates brand promotions delivered through public address systems at transit stations, airports, malls, and other public venues—as well as inside buses, trains, and metro systems. These campaigns use voice, sound, and strategic timing to engage audiences on the move, delivering messages that are memorable, well-placed, and seamlessly integrated into the environment.

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative agency, Media Owner, Outdoor Solution Providers ENTER NOW

Parameters, Terms & Conditions:

  • Any entry submitted in one special category cannot be submitted in any other special category.
  • Pointers for the description, pictures & video (Parameters to judge the entries):

3A. Innovation of the Year:

  • Objectives & Creative Idea
  • Uniqueness of innovation
  • Details of Execusion - Duration, media formats, location
  • Details of any recall research

To download the sample entry form CLICK HERE (the entries shall be uploaded on online platform. The sample form is just for reference and to help you compile the information.)

3B.  Best Use of Ambient Media:

  • Objectives of the use of the ambience (relevance to communication objectives / brand strategy),
  • Uniqueness of use of Ambient Media,
  • Details of Execusion - Duration, media formats, location
  • Details of any recall research

To download the sample entry form CLICK HERE (the entries shall be uploaded on online platform. The sample form is just for reference and to help you compile the information.)

3C. Best Use of Mall & Cineplex Media:

  • Communication Objective and The idea
  • Execusion Details -Target audience, Location(s), Duration of campaign, Use of cinplex media solely for the purpose of advertising (number of media used, formats such as, static, Interactive / Non – Interactive DOOH screens )
  • Impact Assessment/ Data Analysis

To download the sample entry form CLICK HERE (the entries shall be uploaded on online platform. The sample form is just for reference and to help you compile the information.)

3D. Best Use of Transit Media:

  • Communication Objective and The idea
  • Execusion Details -Target audience, Location(s), Duration of campaign, Use of transit media solely for the purpose of advertising (number of media used, formats such as, static, Interactive / Non – Interactive DOOH screens )
  • Impact Assessment/ Data Analysis

To download the sample entry form CLICK HERE (the entries shall be uploaded on online platform. The sample form is just for reference and to help you compile the information.)

3E.  Best Experiential Initiative in OOH:

  • Communication objectives for the activation,
  • Activation Strategy 
  • Impact assessment

To download the sample entry form CLICK HERE (the entries shall be uploaded on online platform. The sample form is just for reference and to help you compile the information.)

3F.  Brand Activation at Retail Store:

  • Communication objectives for the activation,
  • Activation Strategy 
  • Impact assessment

To download the sample entry form CLICK HERE (the entries shall be uploaded on online platform. The sample form is just for reference and to help you compile the information.)

3G. Best Sustainable Initiative in OOH:

Objectives of the use of Green Initiative

  • Uniqueness of Initiative
  • Scale (media, format, location),
  • Adherence to the parameters & norms of green initiative accepted globally,
  • Certifications if any,
  • Impact assessment

To download the sample entry form CLICK HERE (the entries shall be uploaded on online platform. The sample form is just for reference and to help you compile the information.)

3H. Best Sustainable Initiative in OOH:

  • Objective
  • Strategy and Details of execution
  • Impact of Assessment

To download the sample entry form CLICK HERE (the entries shall be uploaded on the online platform. The sample form is just for reference and to help you compile the information.)

4. BEST OOH INTEGRATION WITH RADIO/DIGITAL/SOCIAL MEDIA MARKETING

Code Category Scope Who can Participate?
4.A Best OOH Integration with Radio/Digital/Social Media Marketing

Awarded to the best OOH Campaign that has been intergrated with radio, digital or social media.

The OOH campaign should have been integrated with at least one of radio, digital or social media.

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative Agency ENTER NOW

Parameters:

  • Pointers for the DESCRIPTION & VIDEO (Maximum 300 words): Entries can be explanative of
  • Media Strategy in relation to overall communication objective, Execution details (Target audience, Budget allocated, Coverage of locations, Media mix, etc.), The impact of using integrated media is an important aspect to be foucsed upon
  • To download the sample entry form CLICK HERE (the entries will be uploaded online. The sample form is to be used for compiling the information).

5. Digital Out-Of-Home

Code Category Scope Who can Participate?
5A Best Creative Content In DOOH

Awarded to the most creative, innovative, engaging, and impactful content delivered through digital screens used in OOH advertising. Creative content, impactful communication that grabs customer attention/leads to action and ultimately drives the objective

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative Agency, Media Owner if directly creating the content for client, DOOH Content Creators ENTER NOW
5B Most Engaging Interactive DOOH

Awarded to the best of use of interactive tools for deep audience engagement with DOOH campaigns. This may be achieved through use of QR codes, touchscreens, augmented reality / virtual reality tools, haptics technology, metaverse, etc.

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative Agency, Media Owner if directly creating the content for client, DOOH Content Creators. ENTER NOW
5C Best DOOH Campaign – Multiple Execution

This category recognizes the creative, efficient, and impactful use of multiple DOOH formats across different locations. The campaign should leverage a minimum of 20 media units/sites, strategically utilizing a variety of DOOH mediums in diverse environments to achieve its objectives. The campaign should demonstrate how the adaptability of content and its context- specific execution across multiple sites enhances effectiveness, drives engagement, and delivers measurable outcomes.

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative Agency, Media Owner if directly creating the content for client. ENTER NOW

Parameters, Terms & Conditions:

 Any entry submitted in one DOOH sub-category cannot be submitted in any other DOOH category.

Pointers for the description, pictures & video (Parameters to judge the entries):

  5.A : Best Creative Content In DOOH

  • Communication objective/ The idea:
  • Creative strategy:
  • Impact of creative

To download the sample entry form CLICK HERE (the entries shall be uploaded on online platform. The sample form is just for reference and to help you
compile the information.)

5.B  : Most Engaging Interactive DOOH
Description can cover below mentioned points:

  • Use of interactivity elements the campaign content / creatives to drive greater audience engagement, such as, use (QR code, gesture sensors, gamified content.)
  • How easy it was for the audience to understand the features and interact with the campaign.
  • Integration of the DOOH campaign with other digital channels like mobile apps, social media, digital platforms to provide enhanced audience experience.
  • Campaign customisation using location intelligence data and insights to deliver localised and relevant experience
  • Campaign performance basis audience participation using the interactive feature at the location or various locations and earned media on other channels.

To download the sample entry form CLICK HERE (the entries shall be uploaded on online platform. The sample form is just for reference and to help you compile the information.)

5.C : Best DOOH Campaign – Multiple Execution

  • Minimum number of 20 - DOOH media units should have been used.
  • Ensure that the entries are judged purely from the point of view of multiple execution strategy and not by any single activation and innovation. Any information on activation and innovation may be presented as an additional dimension to the campaign.
  • The Objective /The idea
  • Media Mix and Details on Execution
  • The Impact of DOOH Campaign

To download the sample entry form CLICK HERE (the entries shall be uploaded on online platform. The sample form is just for reference and to help you compile the information.

6. Public & Social Services

Code Category Scope Who can Participate?
6.A

Public Health, Environment and Social Causes addressed

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative Agency, Media Owner ENTER NOW

Parameters, Terms & Conditions:

The entries are judged purely from the point of view of multiple execution strategies and not by any single execution and innovation, to ensure this the OOH Campaign needs to have a minimum of 20 media units used. In case of Activation, the strategy and the scale of activation need to be justified with images and video

Pointers for the DESCRIPTION & VIDEO

The Entries shall contain information on the

  • Particular public / social cause addressed and
  • How communication on OOH media helped to address the public / social cause through awareness building, interventions, on-ground consumer engagements, execution of CSR plans, etc.
  • Scale and Execution details: OOH formats used, number of OOH media units used, geographical locations
  • Impact assessment.

To download the sample entry form CLICK HERE (the entries will be uploaded online. The sample form is to be used for compiling the information)

7. International

  • Campaigns which are run outside India are eligible in this category.
Code Category Scope Who can Participate?
7.A International – Traditional Format

Work done by Indian & International agencies but implemented outside India using traditional media or in ambient space will be considered.

The entry will be judged on the content (campaign) that is run using traditional or ambient media and does not refer to the media used.

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative Agency, Digital Agency, Activation Agency, Media Owner (if client is directly engaged) ENTER NOW
7.B International - DOOH

All the work done by Indian & International agencies but implemented outside India using DOOH medium will be considered.

Please note this category does not refer to the media used but the CONTENT (Advertisement) that is run digitally on the Media.

 Advertising Brand, Outdoor Specialist Agency, Media Agency, Creative agency, Digital Agency, Activation, Media Owner (if client is directly engaged) ENTER NOW

Parameters, Terms & conditions:

7.A International – Traditional Format
All the work done by Indian & International agencies but implemented outside India using Traditional Format will be considered.
Pointers for the DESCRIPTION & VIDEO : Describe the campaign covering following points:

  • Communication objective or the idea:
  • Media strategy & Details of Execution
  • Impact assessment

To download the sample entry form CLICK HERE (the entries shall be uploaded on online platform. The sample form is just for reference and to help you compile the information.)

7.B International - DOOH

All the work done by Indian & International agencies but implemented outside India using DOOH medium will be considered.

Describe the campaign covering following points:

  • Communication objective or the idea:
  • Media strategy & Details of Execution
  • Impact assessment

Please note this category does not refer to the media used but the CONTENT (Advertisement) that is run digitally on the Media.

To download the sample entry form CLICK HERE (the entries shall be uploaded on online platform. The sample form is just for reference and to help you compile the information.)

8. Best Media Format Innovation

  • Media Owner’s Category
  • Please note that this category pertains to the physical format innovation of media and not the ad content displayed.
Code Category Scope Who can Participate?
8.A Best Media Format Innovation – Traditional Format

1. This category is open to newly constructed traditional OOH sites (billboards, hoardings, signage, bus shelters etc.) created by media owners with fresh investments. Submissions should focus on innovative designs, approaches, or utilities that enhance the traditional media format, offering a new way to engage or interact with the audience.

2. Any investment made to refurbish an existing traditional media asset qualifies for this category. This includes permanent structural changes made to improve the appearance, functionality, or overall use of an existing OOH format.

 Media Owner ENTER NOW
8.B Best Media Format Innovation – DOOH

1. This category is open to newly created DOOH formats (digital billboards, interactive displays, etc.) developed by media owners with fresh investments. Submissions should showcase innovative uses of digital media offering a fresh approach to engaging the audience through digital technology and interactivity.

2. Any investment made to refurbish an existing media asset by adding digital screens or enhancing existing ones into digital medium falls under this category. This could involve permanent structural changes to transform traditional OOH formats into DOOH, improving both the design and the functionality.

 Media Owner ENTER NOW

Parameters, Terms & Conditions:

Please note that this category pertains to the physical format innovation of media and not the ad content displayed.

Pointers for Description & Video: Entries should be explanative of -

  • Location of New Media
  • Volume of Investment in the Media
  • Details on Execution/Fabrication like Number of new units/ mediums, Innovation in media, Beautification of existing media assets, Use of new technology, etc.
  • How the new media enhances the quality of advertising

 To download the sample entry form CLICK HERE (the entries will be uploaded online. The sample form is the reference to compile the information)

9. Campaign of the year

Code Category Scope Who can Participate?
9.A Campaign of the year

Awarded to any campaign, irrespective of product / service and outdoor media format,comprising a minimum of three creative concepts based on the same central idea used in multi format.

 Not by Entry - Refer below

All short listed entries under ‘Brand Categories – 1.A, 1.B, 1.C, 1.D, 1.E, 1.F 1.G 1.H, 1.I, 1.J, 1.K, shall qualify for adjudication under the ‘Campaign of the Year’ category.

No direct entries will be made under ‘Campaign of the Year’ category

The Jury shall select the ‘Campaign of the Year’ winner(s) from among the entries entered under ‘Brand Categories’.

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