“We booked twelve boards, and our area manager could find nine.”
Every board is photographed at mounting, stamped with date and location, and listed site by site.
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Advertising · Outdoor · Hoardings
Hoardingadvertising
Since 201565+ in-house teamKolkata office, 5 team bases
A board earns its rent only where your buyers pass every single day.
A strategist calls you in one working day.
/ 01 Hoarding advertising
One board,seen every single day.
A hoarding is worth what the people passing it can see, so the site matters more than the size. PromotEdge plans and books hoardings for brands across India and photographs every board.
In India, "hoarding" and "billboard" mean the same: roadside boards, unipoles, gantries and rooftop boards, sold site by site, usually by the month. Common users are housing projects, diagnostic centres and manufacturers backing dealers.
For bus shelters, metro panels and airports, see outdoor advertising; for digital screens (DOOH), digital out-of-home. A good site is not just a busy one: a signal gives seconds of looking, a flyover a glance.
- 2015working with Indian brands since
- 65+in-house team: strategy, creative, media and tech
- 4pillars under one roof: strategy, advertising, digital, on-ground activation (BTL)
- 6cities: head office in Kolkata, teams in Mumbai, Delhi, Bangalore, Guwahati and Bhubaneswar
/ 02 What you receive
What you getfor every board.
| Stage | What we do | You receive |
|---|---|---|
| Market map | Your buyers and dealers plotted against sites, town by town | A map and shortlist, with a reason for each site |
| Site inspection | Each site visited by day, and at night if lit | Photos and notes on angle, obstructions, light, traffic |
| Rates and booking | Rates collected from media owners and compared | Every rate in writing before you approve |
| Artwork | One campaign adapted to each board's size | Print-ready files checked at viewing distance |
| Printing and mounting | Flex or vinyl printed and mounted within the PromotEdge group | A mounting schedule and confirmation per site |
| Proof and wrap-up | Dated, geotagged photos; night shots; mid-campaign checks | A site-by-site proof file and a short report |
Board sizes come from the structure. Ask for the exact size, lighting type and facing direction of every site. Sites are booked through our media partners.
/ 03 What usually gets in the way
What usually gets in the way,and the way through.
“Our board went up two weeks late, but we paid for the whole month.”
Mounting dates are tracked against the booking, and delays are taken up with the media owner for extra days or a credit.
“The hoarding should be lit, but the lights were off every night.”
Lit sites get night photographs at mounting and spot checks during the month. Dark boards are reported and chased.
“Our artwork had a paragraph on it, and nobody could read it from the road.”
We write for speed: seven words or fewer as a rule of thumb, one image and a large logo, checked at viewing distance.
“The monsoon tore our flex in week two.”
Material is chosen for season and site. Tears are repaired or replaced as agreed with the media owner.
“Elections came, and our sites disappeared under posters.”
We book early for elections and festive seasons, hold dates in writing and check more often.
Booked boards before and never saw proof? Show us the last campaign and we will tell you what we would ask for. Get a free growth plan
/ 04 How it runs
From mapto photo proof.
A typical timeline for a city or state campaign. Festive and election periods need an earlier start, because the good sites go first.
- 01
Weeks 1-2: brief and map
What the boards must do, where and for how long. Your dealer and store list is mapped to sites.
- 02
Weeks 2-3: shortlist and inspect
Photos and rates, then a visit to each site. Sites that fail on angle, obstruction or lighting are dropped.
- 03
Week 3: approve and book
You approve the final list with every rate in writing, and artwork sizes are confirmed.
- 04
Weeks 3-4: print and mount
Artwork adapted to each board, printed and mounted in the days before the start date.
- 05
During the month: check
Photos at mounting, night shots for lit boards, spot checks, and faults reported.
- 06
End of the run: report
The proof file, fixes, and any response tracked, such as calls, scans or branded search by area.
Tell us what’s not working. We’ll send you an honest one-page growth plan, free.
Go deeperMore on this
Deeper reading if you want the research behind the plan.
How we deliver it, and why
How your business model changes the plan
A dealer-led maker puts boards near dealer towns. A housing project picks roads buyers take to the site office. A retail chain picks boards a short drive from each store.
The market
The FICCI-EY 2026 report says out-of-home advertising grew 13% in 2025. Indian Printer & Publisher adds that traditional OOH grew 10%.
Source: EY India press release, 24 March 2026; Indian Printer & Publisher, 31 March 2026; read 10 October 2026
Who sets the rules, and a brand that kept one look
MRUC, a not-for-profit body running since 1994, runs the Indian Outdoor Survey, which it calls the first measurement system for outdoor media. ASCI, formed in 1985, keeps Indian ads decent, fair and honest.
For one look kept for years, AFP reported in 2018 (via Gulf News) that Amul's girl campaign began in 1966. It ran on billboards and in newspapers and had produced more than 4,000 ads.
Source: MRUC and ASCI websites; AFP via Gulf News, updated 5 November 2018; read 10 October 2026
- Map your buyers before any rate card. A busy site is not always your site. A shortlist with a reason per site.
- Inspect each board by day and at night. Angle, obstructions and lights decide what people see. Photos and notes per site.
- Our COO, Vinnay Agarwaal, leads planning and operations. Planning and operations keep the mounting dates from slipping. Booking dates on one sheet.
- Write the artwork for a glance. Most people read a board for seconds, from a moving vehicle. Files checked at viewing distance.
- Photograph every board at mounting. You pay by the month, so you should see it is up. Dated, geotagged photos.
- Add a way to count response. What can't be measured can't be achieved. A short web address, QR code or campaign number.
AI in hoarding advertising: today and next
Today
Moving Walls says its cloud platform plans out-of-home campaigns and links exposure to outcomes such as store visits. Such tools help to compare sites. They cannot tell you whether the lights work, so photo proof on the ground still matters.
Source: Moving Walls website, read 10 October 2026
Next
Our view: planning from data will get quicker, and the site visit will stay. Want us to look at where AI could help your plan?
Want a second pair of eyes on a site shortlist? Talk to us
/ 05 Cost
What a hoardingcosts.
Hoardings are rented by the month, site by site. Printing and mounting are charged separately, and you see every rate before you approve. Delivered through PEXORA, a joint venture of PromotEdge and Prodigy.
What affects the cost
- City and town tier: a metro junction costs far more than a district road
- The exact spot: traffic, signal stops and how clear the view is
- Size and type: hoarding, unipole, gantry or rooftop
- Lighting: non-lit, front-lit or back-lit
- Booking length and season: festive months and elections push rates up
- Number of sites, bought as a package or one by one
How we quote
- You tell us the city, area, dates and who must see the board
- We shortlist sites and inspect them for traffic, view and lighting
- We share photos and the media owner's rent for each site
- You get a quote within 2 working days: rent, licence fee, printing and mounting for each site apart
What you get in the quote
- The list of sites, with photos, size, type and lighting
- Monthly rent for each site, as quoted by the media owner
- Municipal licence fee or advertisement tax, shown as included or extra
- Printing and mounting of the flex or vinyl
- Booking dates, proof of display and our planning fee on its own line
Ask whether each rate includes the municipal licence fee or advertisement tax; we confirm it site by site.
/ 06 What happens next
What happensafter you ask.
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop.
Our beliefWe can't do magic alone. The more involved you are, the faster you see results.
Brands and people are named only as public examples. They are not PromotEdge clients or endorsers unless stated.
Keep exploring
Related pages.
The same work in your city and your industry, and the services that go with it.
More outdoor (ooh) advertising
Proof and reading
What people say
In their own words
What clients told us after working with PromotEdge.
“In the city of Kolkata , there are very few full service advertising agencies which are compact, agile, quick and yet have the vision and creative /executional abilities of large reputed agencies. …”
Hardeep SinghMarketing ConsultantIndependent view“I really want to thank Sayantan and his team from PromotEdge because what I find good in them is that, the team. When the team is wonderful, the outcome will definitely be wonderful. …”
Abhijit BhattacharyaFormer Captain Indian VolleyBall Team; and Founder of Brahmaputra Volleyball League“PromotEdge is one of the most hard working creative agency that LISTENS ! Do I need to say anything more ?!!!! …”
Harsh GuptaManaging Director at Rishta Foods“I commend PromotEdge as a content and advertising partner. I applaud their top-notch team, swift problem-solving, and outstanding digital media work for my brand. I express my happiness and eagerness for a long-term partnership.”
Priyanka GuptaDirector at Nitya Gold & Diamonds“PromotEdge has been a unique creative group amongst unique creativity world. …”
Rajat ChatterjeeHead Business Development at Birdman Chemeng Pvt Ltd.“PRAN & PromotEdge have been working together for last 1.5 years. Throughout, the work experience is good and satisfactory. As a client, we found PromotEdge very professional and dedicated towards any project assigned to them. …”
Sharif Rezwan KabirBrand Manager at PRAN RFL Group“The PromotEdge Agency stay with us all these 3 days, since when we arrived..more, more than 3 days. Since in the airport, they stayed together with us (FIVB team). …”
GibaBrazilian Former Volleyball Player
No pressure. No sales pitch.
Tell us where your buyers are.We'll show you the plan.
Straight answers.
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Renting a large outdoor board by a road, junction or building to show your ad, usually by the month. In India, "hoarding" and "billboard" mean the same. Types include roadside hoardings, unipoles, gantries across a road and rooftop boards. We help you pick the type that fits your road and your budget.
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There is no single rate. A busy metro junction can cost many times a district highway board, and lit boards cost more. Rent, printing and mounting are separate lines. We do not publish a price list; we quote site by site, with media rent at actuals.
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Most hoardings are rented by the month. Some media owners accept shorter bookings on certain sites, and long bookings of several months can get a better rate. Tell us your start date and the dealer or store you want to support, and we will suggest a booking length.
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Insist on proof. You get photographs of every board at mounting, stamped with date and location, night photographs for lit sites and spot checks during the month. A missing or damaged board is reported, not hidden, and we ask the media owner to fix it quickly.
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On an existing site, the media owner holds the licence from the municipal body, and we confirm it before booking. A new structure needs its own approvals and takes far longer, so most campaigns use licensed sites. Ask to see the licence copy before you pay anything.
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The size comes from the site, so we get exact dimensions of every board and adapt the design. Keep the message short, the logo large and the contrast high, because most people see it for only a few seconds. Test the design by viewing it from a distance.
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Mostly awareness, but you can read the effect. A short web address, a QR code at signal-stop sites or a campaign-only phone number gives a direct count. Comparing branded search and enquiries in areas with and without boards gives the wider picture.
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Yes. One plan covers every town, with one booking list and one proof report. Our servicing team is based in cities across India and meets you at least every three months, so a town far from your office is not a problem. For Kolkata, see outdoor advertising in Kolkata.