Founded on the principles of Abdul Kader Shaikh, who spearheaded Mumbai’s OOH space with his visionary approach to business, RoshanSpace believes that it has grown into a force to reckon under Shaikh’s leadership since 2012.
Amid rapid media evolution, DOOH has solidified its position as a growth engine delivering scale, innovation, and performance while traditional formats are being seen as reinforcements. And in line with the industry trends that prioritizes tech-driven innovation, RoshanSpace has consistently pioneered advancements in DOOH space even as the current political and regulatory landscape continues to pose challenges. Another key concern for the industry remains the misperception wherein premium, compliant installations in Mumbai are often grouped with unauthorized or poorly constructed structures, thereby diminishing the perceived value of assets developed through rigorous engineering process and ethical execution.
One of their proud milestones was bringing Apple into India’s OOH ecosystem, a testament to the trust built through innovation and safety. Post the Ghatkopar billboard tragedy, RoshanSpace strongly advocated for a proactive, multi-layered approach for structural integrity and risk mitigation, making safety non-negotiable in outdoor advertising.
MediaNews4U.com caught up with Junaid Shaikh, Managing Director, RoshanSpace Brandcom.
Q. How has Digital given OOH a new lease of life? Is the medium becoming more experiential as a result?
Digitally Out-Of-Home (DOOH) has redefined the traditional OOH landscape, injecting it with agility, scale, and immersive appeal. According to the recent FICCI-EY report, DOOH in India is projected to witness a 78% year-on-year growth — a strong indicator of its growing relevance.
What’s driving this momentum is a combination of factors: smarter targetting, evolving urban infrastructure, and an audience that’s increasingly on the move yet digitally connected. Digital screens are now a common sight in metros, airports, malls, and key city arteries, transforming the medium into a high-impact engagement platform.
DOOH is primed for a bigger spotlight. Many upcoming sporting events, combined with the rise of quick-commerce brands, OTT platforms, and a booming real estate sector, are fuelling demand for more responsive, location-specific messaging.
Brands are increasingly leveraging the visual energy that DOOH offers to connect with affluent urban consumers, in real-time. Our experience with the ProDigi Network reveals that digital screens, often paired with static formats, have added considerable value for sectors like Real Estate, OTTs and more. With continuous innovation and growing advertiser confidence, DOOH is now firmly embedded in India’s evolving media landscape.
Q. Earlier, OOH was considered an add-on in a media plan. Are advertisers now looking at it as a strategic medium?
OOH is now far more than a mere supporting act in media plans—it’s earning its place as a strategic data-driven channel. The rise of programmatic Digital OOH (pDOOH) has been instrumental in this shift, bringing automation, targeting precision, and scalability to the medium.
In India, brands across categories—especially OTT, D2C, and Quick Commerce—are adopting and creating real-time, hyperlocal campaigns. Whether it’s weather-triggered creatives or traffic-based placements, the ability to deliver contextual messages at scale has made DOOH more relevant than ever.
Connected TV audiences are rapidly expanding—expected to hit 40 million by 2026 and in this context there’s a growing trend of syncing OOH with digital ecosystems for unified storytelling to address this growing audience base. Centralised dashboards and analytics have added a performance layer, allowing marketers to track reach, optimise messaging, and link offline visibility with digital KPIs. This has been particularly valuable since brands can leverage pDOOH to amplify their campaigns along high-traffic zones and urban hotspots. Hence, in a landscape where ROI and adaptability are paramount, programmatic DOOH is helping brands go beyond static impressions to deliver audience-first, measurable impact—seamlessly woven into broader, integrated marketing strategies
Q. Having said that, the industry is heavily fragmented. Is consolidation the need of the hour?
India’s DOOH sector is growing rapidly, fragmentation remains a major roadblock. Different states and cities follow varied rules on screen size, location etc, creating confusion and at times a deterrent. Unlike global markets with streamlined systems, India lacks uniform policies and centralised approvals.
Another issue is the uneven digital infrastructure. While metro cities are adapting quickly, Tier 2 cities are still catching up. This makes it hard to scale DOOH consistently across regions.
Consolidation is certainly the need of the hour. A unified framework, clear guidelines, and centralised platforms can change the game. Standardised metrics and third-party measurement tools—similar to what’s used in mature markets—will build advertiser trust.
Some progress is visible, though. PropTech and Q-commerce brands using audience data to sharpen their DOOH strategy. The results are promising, with stronger ROI and tailor-made campaigns.
India must also explore public-private partnerships to improve urban screen networks. The next phase of growth depends on merging DOOH with mobile and retail data. That’s where the real value lies—in creating smart, measurable, and integrated campaigns.
With the right steps, India’s DOOH segment can break free of fragmentation and become a well-structured ecosystem that delivers at scale.
Q.The current political and regulatory landscape continues to pose challenges, such as the BMC policy. What is RoshanSpace’s strategy to navigate this?
At RoshanSpace, we are committed to building a fair and transparent OOH ecosystem. The current regulatory environment—particularly policies like those of the BMC and Indian Railways—pose serious challenges due to inconsistencies and arbitrary implementation.
We’re also closely examining current solutions targeting sustainability. The conversion of static to digital formats under the solar initiative lacks feasibility due to the significantly higher energy demands of digital screens. Hence, to address this effectively, we’ve initiated legal action and are actively engaging with authorities to ensure a level playing field.
Our goal is to uphold accountability and ensure that public assets are managed responsibly. We firmly believe that the future of OOH lies in a balanced regulatory framework that encourages innovation while safeguarding fair industry practices.
Q. Earlier this year, RoshanSpace took the Indian Railways to court. Is transparency important in the industry?
Absolutely! Ethics in advertising is a human principle, and industries must operate within a framework that prioritises transparency, responsibility, and accountability. Particularly in a city like Mumbai, where there’s an incredibly diverse crowd and millions of people interacting with OOH advertising daily, maintaining ethical standards and transparency is essential to ensure safety and enhance the public experience.
From an industry standpoint, transparency is crucial to foster trust between public agencies, private operators, advertisers, and citizens. Inconsistent or opaque processes for licensing, tendering, and compliance can lead to legal disputes, suboptimal use of public assets, and even safety risks. A transparent and well-regulated OOH ecosystem encourages greater investment from premium brands, ensures fair competition, and raises the overall quality of creative and infrastructural standards.
For a rapidly growing market like India, especially in metro cities where infrastructure is constantly evolving, structured regulation and shared accountability can help avoid ad clutter, illegal installations, and visual pollution, while paving the way for digitisation, smarter urban planning, and technology-led innovation in OOH media.
RoshanSpace’s focus on transparency, structured regulations, and shared accountability will enable Mumbai and other metros to continue benefitting from world-class OOH innovations.
Q.What are the learnings from the Ghatkopar crash last year?
The Ghatkopar hoarding collapse last year was unfortunate and was an eye-opener for the OOH industry here in Mumbai.
One of the key takeaways was the absolute need for stringent regulatory frameworks. Many players in the industry started introspecting and stakeholders have highlighted the need for higher entry barriers in the industry.
Another ongoing challenge has been that of addressing the widespread perception impact this incident had on the industry, and it is regrettable that authorities compare our safe and superior quality billboards with basic, often illegal billboards.
The Ghatkopar incident highlighted an urgent need for authorities to clearly differentiate between responsible OOH practices and those that represent hazardous shortcuts.
For instance, we made a significant investment of INR 15 Crs in Bandra FOCAL, the largest hoarding in Asia, which stands in stark contrast to the minimal investment other players may allocate for the creation of large sized billboards, often disregarding essential standards.
This disparity, unfortunately, creates a wrong perception of the industry. The tragedy showed that when things go wrong, it affects everyone. The entire OOH industry in Mumbai was negatively impacted by a 10-15% dip. We realised there was a need to actively work with the authorities and become part of the conversation, helping the authorities shape sensible policies and build a sustainable future for OOH.
Q. In terms of categories, using DOOH, what trends do you see? Is it mostly BFSI and FMCG that use it?
The OTTs, Ecom and few other sectors were perhaps early adopters of DOOH and continue to be important. However, from our perspective at RoshanSpace, the trends we are observing in DOOH usage extend well beyond just these sectors. Right now, about 12% of all OOH comes from DOOH. There are around 1,85,000 DOOH screens in about 50 cities. At present, most of these screens are in the metro cities, but DOOH is expected to grow to tier-II and tier-III cities.
In 2024, DOOH earned Rs. 700 crore, highlighting that brands in different sectors are seeking to capitalise on the dynamic and engaging nature of DOOH advertising. From real estate and FMCG to organised retail and consumer services, most categories now have a significant DOOH play. For instance, the real estate sector is increasingly using DOOH to showcase properties with dynamic visuals and location-based targetting. Organised retail, including fashion and electronics, finds DOOH effective for driving traffic with time-sensitive offers and showcasing new collections. Even consumer services, like mobile handsets and entertainment companies, seek DOOH advertising for brand building and promoting specific services or events or location specific communication, with engaging and dynamic content.
The flexibility, engagement and precision offered by DOOH are key to this wider adoption. The ability to tailor messages based on location, time, and even potentially audience demographics makes it an attractive medium for a diverse range of brands looking for impactful and measurable presence.
Q. Could you talk about recent work where the agency used tech to enhance creativity?
our OOH campaigns. All our billboards are a fusion of art, engineering, and technology to create an unmissable visual appeal. ProDigi TWINN installation on the BKC Connector—Mumbai’s elite arterial flyover is one such. With four massive digital screens measuring more than 5400 sq. ft in all, the TWINN screens were designed in adherence with global standards with a diamond-faceted look and proprietary tech integrations.
All our assets are equipped with AI- and computer vision–based ‘live’ audience measurement, along with Broadsign CMS, and remote content operations. These DOOH marvels represent a benchmark in high-tech, design-forward outdoor media. They’re not just advertising assets, they’re a part of city infrastructure capable of live, interactive information relays, traffic analytics, and even public service broadcasting.
Our humble efforts in DOOH began with our signature asset- ProDigi flagpoles. These tall, vertical DOOH assets break away from conventional billboard dimensions and offer brands a premium and distinct advertising format. The engineering behind these flagpoles allows for high visibility from long distances. The fusion of form and function in these units creates a striking presence while integrating cutting-edge display technology.
Our DOOH network equipped with the integration of ‘live’ audience measurement tools gives us real-time analytics on audience impressions, currently delivering over 4.1 million every day. This data transparency empowers advertisers to make more informed and creative decisions with their campaigns.
The use of Daktronics USA screens with ambient light adjustment technology is another example of tech enhancing the visual experience, ensuring optimal brightness and preventing glare, ultimately making the creative more impactful at any time of day.
By embedding intelligence into design, from adaptive brightness to smart city–ready connectivity, RoshanSpace is redefining how technology can drive not just creative excellence but also civic relevance in OOH.
Q .Is the use of transit media like airports and metros growing in importance for OOH advertising?
India’s growing infrastructure will continue to amplify the reach and significance of these transit hubs. The integration of DOOH in these controlled environments allows for dynamic, targeted, and measurable campaigns.
That said, while transit media’s importance surges, assets amidst the city infrastructure will remain culturally significant in urban landscapes. We believe that billboards play a big part in the cultural landscape of a city, offering a powerful canvas for creative storytelling. Their large format and strategic placement provide broad reach and build strong brand awareness on an everyday basis.
The future of impactful OOH lies in a synergistic approach, leveraging the targeted engagement of transit media alongside the broad reach and cultural resonance of billboards.
Q. Is OOH usually used for brand building or performance marketing? What is the goal generally?
From an agency standpoint, we see Out-of-Home (OOH) as a powerful stage for brand building. Our primary goal is to provide our clients with an exceptional platform to showcase their brand’s integrity and credibility to a broad audience. We offer much more than media assets; we offer a canvas where brands can truly magnify their core message and values.
We achieve this by strategically blending art, data science, engineering, and cutting-edge technology to constantly innovate the OOH experience. Just as consumer tastes have evolved, so has the advertising landscape.
Our approach recognises this evolution, aiming to create impactful and resonant brand narratives that capture the attention of today’s discerning consumer. Ultimately, our focus is on building lasting brand connections and enhancing brand equity through the unique power of OOH.
Q. Is infrastructure quality highly dependent on footfall challenges for the OOH industry?
Infrastructure quality and footfall challenges are related but not directly dependent. Footfall issues can push the industry to invest in strategically located, high-quality infrastructure to capture attention, but the quality itself isn’t dependent on those challenges.
That said, in today’s competitive landscape, uncompromising DOOH-OOH infrastructure quality is non-negotiable. Whether in a high-footfall zone or an emerging corridor, the infrastructure must be visually striking, technologically advanced, and built to last. High-definition displays, intelligent brightness control, weather resilience, and architectural design all contribute to visibility and engagement.
At RoshanSpace, we view infrastructure not just as a medium but as a message in itself, an embodiment of a brand’s quality. Our iconic structures like the ProDigi TWINN at BKC Connector, ProDigi Flagpoles on W.E.H are examples of how we marry premium design with robust engineering. They’re built to perform, ensuring that brands never compromise on visibility, aesthetics, or campaign impact.
Q. How is the agency leveraging AI?
We are strategically leveraging AI to revolutionise our Out-of-Home (OOH) operations beyond traditional ad targeting. AI is now integral to ensuring regulatory adherence and enabling real-time monitoring of our OOH assets for optimal performance. Incorporating technology in compliance and monitoring has further strengthened accountability.
AI-driven tracking systems, real-time audits, and publicly accessible databases of approved billboards have helped us in adherence to safety norms. Moreover, our media planning is significantly enhanced through AI-driven insights, fostering greater transparency in media buying and inventory management
Specifically in programmatic Digital Out-of-Home (prDOOH), AI-powered live audience measurement tools provide real-time analytics, demonstrating the impact of our network – currently delivering over 4.1 million daily impressions across our DOOH display ProDigi’s network.
Additionally, AI-driven ambient light adjustment technology in our screens optimises visibility while preventing glare, ensuring both campaign effectiveness and user safety. These AI integrations are setting new benchmarks in DOOH advertising, prioritising both compliance and a user-friendly experience.
