Fahim Batliwala, Founder of Simca Advertising , examines the evolution of Digital Out-of-Home (DOOH) advertising in India. He unravels the challenges, explores cutting-edge solutions and highlights the innovative trends for brands and advertisers
While traditional or Static OOH Media excels at building awareness and brand saliency, DOOH advertising offers a unique opportunity to break through the clutter with dynamic messaging that engages audiences in more meaningful ways. Unlike traditional media that targets a broad audience, DOOH advertising provides an unprecedented ability to adapt content, delivering personalized experiences for consumers.
India ’ s growing population of tech-savvy consumers, particularly in urban areas, is more inclined to engage with Augmented Reality (AR)-driven DOOH ads . Brands like Pepsi and Coca-Cola have successfully used AR at touch points such as metro stations and malls to create immersive consumer experiences. Such technologies enhance the effectiveness of DOOH advertising, making campaigns smarter, more engaging and measurable, thus increasing their value for brands as well as consumers.
Competing in the global OOH advertising market presents several challenges for India but The DOOH advertising industry in India has experienced remarkable growth in recent years.
Simca Advertising lit up New York’s Times Square.
Times Square attracts more than 50 million visitors annually, offering brands unparalleled exposure to a diverse, global audience.
“DOOH advertising in Times Square allows for real-time updates and interactive campaigns and audience trigger content. Brands can leverage this space for time-sensitive promotions, live data integration and event-based campaigns,” said Fahim Batliwala, Founder, Simca Advertising. While Times Square remains a global benchmark, India has several high-footfall, and high-visibility locations that could serve as its own digital advertising hubs.
According to Batliwala, although the scale and media impact may differ, elements of Times Square advertising can be successfully adapted to Indian cities. Potential locations include BKC in Mumbai, Delhi’s Connaught Place, Cyber Hub in Gurugram; MG Road and Brigade Road in Bengaluru, Kolkata’s Park Street and Salt Lake area, HITEC City Gachibowli in Hyderabad.
However, replicating Times Square’s success comes with challenges. Indian cities can create their own “Times Square effect,” delivering impactful OOH campaigns.
Simca Advertising’s entry into the competitive New York advertising market with brands like T10 and Rustomjee, was a strategic move requiring strong partnerships and market adaptability. Competing in a high stakes location like Times Square meant navigating global competition while ensuring impactful ad placements.
Simca Advertising is making its mark at Times Square in New York, taking Indian creativity abroad. www.simcaadvertising.com
