Fahim Batliwala on the Future of Digital Out-of-Home (DOOH) advertising

Gulf Network

As the advertising landscape undergoes a digital revolution, Fahim Batliwala, Founder of Simca Advertising, takes a deep dive into the evolution of Digital Out-of-Home (DOOH) advertising in India. From unraveling key industry challenges to exploring innovative trends, Batliwala shares insights into how brands and advertisers can harness DOOH to create impactful campaigns that resonate with today's tech-savvy consumers.

While traditional Out-of-Home (OOH) media remains an effective tool for building brand awareness and visibility, DOOH advertising is redefining engagement by offering brands the ability to craft dynamic and targeted messaging. Unlike conventional static billboards that cater to a broad audience, DOOH allows for real-time, personalized experiences—giving advertisers an edge in connecting with consumers in a more meaningful and data-driven way.

Revolutionizing Consumer Engagement with AR

India's urban population, increasingly accustomed to digital innovations, is embracing Augmented Reality (AR)-driven DOOH advertising. Leading global brands like Pepsi and Coca-Cola have successfully implemented AR-powered campaigns in high-footfall locations such as metro stations and shopping malls. These interactive experiences have elevated consumer engagement, making advertising more immersive and measurable. According to Batliwala, this trend will only grow, positioning India’s DOOH industry as a global competitor.

Simca Advertising’s Global Expansion: Lighting Up Times Square

Simca Advertising recently made a strategic entry into one of the world’s most iconic advertising destinations—New York’s Times Square. With over 50 million annual visitors, Times Square offers unparalleled brand exposure to a diverse, global audience. Simca’s success in securing ad placements for brands like T10 and Rustomjee underscores its ability to compete on a global stage.

“DOOH advertising in Times Square allows brands to execute real-time updates, interactive campaigns, and audience-triggered content. This space is ideal for time-sensitive promotions, live data integration, and event-based activations,” explains Fahim Batliwala.

While Times Square sets a global benchmark for DOOH advertising, India boasts several high-traffic, high-visibility locations that could serve as its own digital advertising hubs. According to Batliwala, prime Indian locations that can be transformed into dynamic advertising zones include:

. Bandra-Kurla Complex (BKC) in Mumbai

. Connaught Place in Delhi

. Cyber Hub in Gurugram

. MG Road and Brigade Road in Bengaluru

. Park Street and Salt Lake in Kolkata

. HITEC City and Gachibowli in Hyderabad

However, replicating the Times Square model in India comes with challenges, including regulatory hurdles, infrastructure constraints, and the need for seamless integration of digital technology with urban planning. Yet, Batliwala remains optimistic, stating that with the right investments and strategic collaborations, India can develop its own DOOH-powered urban landmarks.

As global brands continue to tap into India’s fast-evolving DOOH landscape, Simca Advertising is leading the way in bridging the gap between traditional and digital advertising. With technological advancements, real-time audience targeting, and increased adoption of interactive advertising, the future of DOOH in India looks promising.

For more information, visit: www.simcaadvertising.com