Started gaining attention? reason:

Increasing ad-spends

• Growing economy, better employment, hence people have more disposable incomes results in more consumption and purchase.
• Hence the share over OOH media has also increased

Aptness in Rural Marketing

• In rural areas the impact of OOH is high, as they do not have high literacy; therefore print is not the best medium for advertisers.
• Significant power shortage doesn't let TVCs to be effective either.