Traditional billboards and digital capabilities complement each other: Dr Yogesh Lakhani

Mumbai’s skyline has been growing rapidly to accommodate the aspirations of its residents. The OOH landscape has also been mirroring this change, becoming more dynamic, interactive, and tech-driven to facilitate better brand-Mumbaikar interactions.

Premium digital billboards and dynamic display sets are being strategically introduced at prime locations such as Bandra-Worli Sea Link, Western Express Highway, and Mumbai Airport, ensuring unmissable opportunities for brands seeking premium on-the-move audiences. 

Due to an increase in corporate hubs and affluent residential communities, new OOH hotspots are emerging in the city, shares Dr Yogesh Lakhani, CMD, Bright Outdoor Media Limited. He lists BKC and Lower Parel as some of the key hotspots gaining traction among brands that are leveraging the medium to reach premium audiences in Mumbai. 

Known as the city that never sleeps, Mumbai’s transit points remain critical for advertisers trying to engage affluent daily commuters. Dr Lakhani says, “The rising demand for high-visibility sites reflects an increased purchasing power and aspirations of upwardly mobile audiences in newer geographies.” Brands also are actively leveraging strategic placement of ads in lifestyle-centric zones and entertainment hubs to reach millennials and Gen Z consumers.

Conversations around measurable and high-performance OOH are increasingly cropping up in strategies, leading advertisers to make the best of both worlds. “Traditional billboards and digital capabilities complement each other, providing a balanced approach to modern OOH advertising,” explains Dr Lakhani. 

He adds that significant investments are being made in technology-enabled, interactive OOH solutions, indicating an audience shift towards tech-savvy and experiential advertising. Brands are also trying to incorporate eco-friendly practices into their OOH campaigns, such as considering solar-powered static billboards and energy-efficient DOOH screens.

Brands are increasingly combining static billboards for broad, long-term brand visibility with dynamic DOOH for targeted, real-time messaging. While static billboards establish brand identity, digital screens add layers of engagement through animations, countdowns, or social media integrations. “Traditional billboards create lasting impressions with bold visuals, while DOOH offers flexibility, interactivity, and dynamic content updates,” he explains, adding that it offers brands a hybrid approach, and an opportunity to maximise ROI and audience impact.

Dr Lakhani shares a glimpse into the adoption of DOOH in Mumbai: “Many leading brands, especially in tech, retail, FMCG, and luxury segments, have embraced DOOH for its versatility and ability to target diverse audiences effectively. Brands are using DOOH to run real-time campaigns with dynamic content such as countdowns, live scores, and contextual messaging tailored to specific locations and times.” DOOH adoption is prominent in high-visibility areas like BKC, Mumbai Airport, Bandra-Worli Sea Link, and metro corridors, he adds.

“Mumbai’s OOH landscape is poised for significant transformation driven by urban development, consumer behaviour shifts, and technological advancements. With infrastructure projects like the Mumbai Metro expansion and coastal road development, new premium advertising zones will emerge, creating opportunities for brands to tap into high-traffic and growing urban areas,” he adds, predicting Mumbai’s OOH evolution in the next few years.

Advertisers will be able to deliver campaigns in real-time, optimising content based on audience insights, weather, and time of day. Advanced AI tools will enable precise measurement of campaign reach, impressions, and audience engagement, bridging the gap between traditional OOH and digital platforms. AR-enabled billboards will create immersive experiences, allowing audiences to interact with campaigns using their smartphones. With faster connectivity, DOOH screens can host richer, high-quality content with real-time updates, improving engagement.

Hyper-local targeting will also gain prominence as brands focus on specific demographics in areas with increasing purchasing power. Further, Dr Lakhani states that sustainability will play a crucial role, with eco-friendly initiatives such as solar-powered hoardings and green-certified advertising formats becoming a priority.