Marketing to Gen Z in the wild: Why authenticity works better outdoors

Time of India

18-07-2025

By Tarun Pugalia
Walk through any metro in India, and you'll see it: eyes up, ears open, and minds scanning the world around them not just the world in their phones. For years, marketers have raced to dominate digital feeds, but today, the real opportunity lies in the
real world
. Especially if your audience is Gen Z.
I have spent years studying where attention truly lives and more importantly, what earns it. One thing is clear: for India's Gen Z, authenticity isn't just a preference. It's the price of entry.
The Scroll-Fatigue Generation
India's Gen Z nearly 377 million strong is unlike any audience we've seen before. They were born into digital, but that doesn't mean they trust it. In fact, they're the first generation to grow up questioning algorithms, curating their digital intake, and seeking real-world affirmation before making choices.
They're sharp, self-aware, and allergic to the inauthentic. Flashy influencer campaigns? Often ignored. Hard-sell ads? Scrolled past. What resonates instead are messages that feel raw, honest, and part of their world not artificially dropped into it.
Why Outdoors Works
This is where DOOH (Digital Out-of-Home) earns its moment.
When we place stories in transit hubs, gym lobbies, cafés, or campuses, we're not interrupting Gen Z. We're meeting them where they
live
. It's what I call 'intentional discovery': content that blends into context while standing out just enough to provoke thought, emotion, or action.
Outdoor isn't background noise anymore. With smart placements and authentic storytelling, it becomes foreground value.
Not Just Reach. Relevance.
Let's talk numbers, briefly but meaningfully.
India's OOH advertising market is booming, set to hit ₹7,900 crore by 2027, with DOOH growing faster than ever. But I believe the growth isn't just media-led it's behavior-led.
We're seeing higher retention and brand favorability among Gen Z when DOOH campaigns are done right. Not because of the tech alone, but because DOOH gives brands an unskippable, physical presence. It's a reminder that you exist beyond the scroll.
Authenticity is the Real Currency
At our firm, we've noticed that Gen Z responds best to content that
feels like it belongs
not content that's been overproduced. Some of our best-performing creatives weren't the flashiest.
Here's the truth: Gen Z doesn't want perfection. They want perspective. They want to know what you stand for, not just what you sell.
Which is why DOOH offers a unique opportunity it's public. And what's public is permanent. That signals conviction. If a brand puts its voice on a high street LED or college canteen screen, it's showing up in the world, not hiding behind algorithms.
Physical Meets Phygital
We're also seeing a shift from 'just screens' to experiences. QR codes leading to Spotify playlists. AR filters that bring murals to life. College campaigns that blend physical contests with digital rewards.
Gen Z wants to participate, not just observe. DOOH lets them do both. It gives them something to engage with
in the moment
, and something to take forward into their digital world.
Less Talk, More Walk
What Gen Z is demanding from brands is
coherence
between message and medium, between values and visuals.
So, if you're a brand that talks sustainability, don't just run an ad. Use eco-friendly media surface, or better co-locate near community clean-up events. If you promote mental health, place your messaging in spaces where students might need a moment of calm libraries, study cafés, wellness centers.
The key isn't just visibility. It's
verifiability
. Gen Z doesn't just watch; they fact-check.
Final Word: From Impressions to Impact
As a founder in the DOOH space, I believe we're at an inflection point. The screens may be digital, but the emotions they tap into are deeply human. And with Gen Z, that's non-negotiable.
Authenticity isn't a 'nice to have' anymore. It's what determines whether your brand becomes part of the conversation or just another ad they walked past.
If we want Gen Z to listen, we have to meet them where they are. Not just physically, but philosophically. Outdoors gives us that chance not just to be seen, but to be
felt
.
(The author is the founder and managing director at Smartags.)