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FMCG and beverage brands · Outdoor advertising

Paint the shop boards and walls on routes where your stock is already sold.

Outdoor advertising for an FMCG or beverage brand is shop boards, wall paintings, bus shelters, hoardings and van wraps placed on the beats where your distributors have stock. GullySales picks the sites against the outlet list, checks permissions and artwork, and ties each site to sales in the outlets around it.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

A brand owner reviews beverage and snack packaging

What outdoor advertising means

Outdoor advertising is the hoarding, billboard, bus shelter or digital screen on a road your buyers already use. GullySales picks the sites from where your customers actually come from, coordinates the booking with the media owner, and gives the campaign a traceable route so it is not judged on guesswork.

Also for FMCG and beverage brands

Sales and marketing for FMCG and beverage brands, the overview.

Last updated 6 Oct 2026. Rules for this trade differ by state and professional body, and they change. We describe restrictions in general terms, so check the current position with your own council or adviser before you publish anything.

For FMCG and beverage brands

Where it usually goes wrong, and what we would do.

  • “Hoardings go up where the brand is not sold”

    A highway hoarding seen by every passing truck sells nothing if the dhabas on that highway do not stock the bottle.

  • “Shop boards are the cheapest shelf space”

    A sponsored name board for a kirana carries your brand above the counter for years, and the retailer sees it as a favour from you.

  • “A village wall outlasts the campaign”

    A painting on the main road into a village stays readable through several seasons, and it works only if the shop below it sells the pack.

What we do

What we deliver for FMCG and beverage brands.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. Sites chosen from the outlet list

    Hoardings, bus shelters and walls picked near clusters of outlets that stock your brand, with each site matched to its nearest shops.

    Result: Each site points to a shop that can sell.

  2. A shop board and cooler wrap programme

    Which retailers qualify for a sponsored name board or cooler wrap, the note on what they will stock, and an approved printer for each region.

    Result: The brand sits above the counter in outlets that sell it.

  3. Permissions and consent on file

    Owner consent for walls and shop boards and the local body licence for hoardings, collected before mounting and kept with the site record.

    Result: No board comes down halfway through the season.

  4. Artwork built for distance

    The pack, the brand and one price point, large enough to read from a moving bus, in the language of the area.

    Result: A passer-by knows what to ask for.

  5. Mounting proof and site checks

    Dated photographs when each site goes up and again during the display period, with torn or unlit sites taken up with the vendor.

    Result: You get the display days you paid for.

  6. Sales read around each site

    Outlet billing near each site compared with similar outlets far from any site, before and after mounting.

    Result: You learn which sites deserve a renewal.

How the result is measured

  • Sites booked
  • Proof of display received
  • Enquiries quoting the campaign route

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full outdoor advertising page

How it is bought, and approved

How a drinks or home care brand buys outdoor, from shop boards to highway hoardings, and who has to agree first.

Shop boards and cooler wraps
Bought per outlet through a local printer. The retailer's consent and a written note on what the retailer will stock are the starting point. Some towns levy a fee on signboards, so check locally.
Village and town wall paintings
Bought per wall from painting contractors who tour the district. Get the owner's written consent, photograph the wall before and after, and agree how long the painting stays.
Hoardings and bus shelters
Bought by site and display period from a media owner. Ask to see the local body licence and the landowner's consent, and visit at dusk to check the lighting and which way it faces.
Van wraps and auto backs
Bought per vehicle for a period. Wrap the distributor's own delivery vans first, since they stop at every outlet on the beat, and check local transport rules on vehicle advertising.
Size and lighting limits
Rules on size, lighting and position differ by city and change. Ask the media owner what the site is licensed for, and never add lights or extend a board without permission.
How to tell it worked
Choose sites near outlets you already bill, then compare their billing with similar outlets far from any site over the same weeks. Ask retailers whether shoppers mention the board.

Who it is for

This is written for these FMCG and beverage brands.

  • Packaged drinking water and 20-litre can brands
  • Regional soft drink, soda and goli soda bottlers
  • Juice, fruit drink and nectar brands
  • Energy, sports and electrolyte drink brands
  • Packaged tea and coffee powder brands
  • Flavoured milk, buttermilk and lassi brands
  • Home care brands: detergent, dishwash, floor cleaner and phenyl
  • Personal care and pooja brands: soap, hair oil and agarbatti

Not for

It is not the right fit if.

  • You cannot name the shops near a site that stock the pack, so a hoarding would sell the rival's bottle.
  • Wall and board consent is not collected, so a painted wall could be removed by the owner after the money is spent.
  • The pack or the name may change within the season, so a painted wall would show a bottle you no longer sell.

How it works

How the outdoor advertising work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Draw the catchment

    We agree the roads, junctions and neighbourhoods your buyer moves through. Owners first name a wider area than their buyers travel, and a clinic in Nagarbhavi does not need the whole of west Bengaluru.

  2. 2

    Survey what is available

    We work through the sites on offer inside that catchment and go and stand in front of the ones worth looking at, at the hour your buyer passes. A site that reads well at noon can be dark and hidden by a tree at seven.

  3. 3

    Compare and book

    Sites are compared on facing, visibility, illumination, paperwork and cycle length, then booked through the media owner or their agency at a negotiated rate. The booking is written down: site address, size, lit or unlit, start date and cycle.

  4. 4

    Print to specification

    Artwork is made to the exact panel size and delivered ahead of mounting day, with a proof you approve before printing.

  5. 5

    Monitor the cycle

    We collect mounting and mid-cycle photographs, and take up anything late, torn or unlit with the media owner while the cycle is still running.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Hoardings, wall paintings or shop boards: which should come first?
Shop boards on outlets that already sell your brand, then wall paintings on the village roads around them. Hoardings come last, once several outlets in a cluster stock the pack. A board above the counter sells, while a hoarding reminds.
When should outdoor go up for a summer drink?
Before the first hot weeks, so the boards are up when distributors load for the season. Summer is when every drinks brand wants the same roads, so book sites well ahead and have the artwork approved before you book.
Should we renew a hoarding for another display period?
Renew only if outlets near it sold more than similar outlets elsewhere, or retailers report shoppers mentioning it. Ask the vendor for the renewal rate before the period ends, and compare it with a new site closer to your best outlets.
How far does a hoarding pull buyers for a cold drink?
Barely beyond the street it stands on, because the shopper buys at the next shop on the way. Place sites on the walking and driving routes to outlets that stock the bottle, not on roads that only look busy.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for FMCG and beverage brands.

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More for FMCG and beverage brands

Everything else we would do for you.

Or start from the overview: sales and marketing for FMCG and beverage brands.

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