The situation
India has 185,000+ active digital screens across 50+ cities growing at 12% per year. The DOOH advertising market was valued at $2.2B in 2024 and is projected to reach $6.3B by 2033. Yet virtually all of those screens are passive displays — showing content, measuring nothing, capturing no attention data.
The problem
- 185,000+ digital screens operating purely as passive ad displays — no interactivity, no measurement
- Zero audience analytics — no dwell time, demographic segmentation, or attention rate data
- Screens excluded from public service delivery — no information kiosk functionality
- No integration with government or private data APIs for live content
- Advertisers received no measurable engagement data — brand recall and campaign effectiveness entirely unknown
What we built
An AI-powered interactive DOOH platform deployed first at Jaipur Junction — the first of its kind in India at a railway station. The system combines voice, gesture, and touch interaction with live data APIs and edge AI inference on 75-inch screens.
- Voice control — natural language interaction for railway information queries across languages
- Gesture recognition — camera-based touchless interaction across the full socio-economic spectrum
- Touch interface — standard fallback with intuitive navigation
- Live Railways API integration — real-time train information, platform data, and station services
- Demographic segmentation — audience profiling by age group and engagement patterns
- Dwell time analytics — per-session and per-interaction time measurement
- Remote CMS — content updates across all locations from a single dashboard
- Edge AI inference — all processing on-device on the 75-inch hardware
The outcome
70% higher engagement versus standard passive DOOH — measured, not estimated. 40% higher brand recall — also measured.
Multi-state government interest generated from the Jaipur Junction deployment. 100+ screens now in the pipeline for rollout across Indian cities.
| Area | Before | After |
|---|---|---|
| Screen purpose | Passive ad display | Interactive information hub |
| Interactivity | None | Voice + gesture + touch |
| Audience data | Zero | Demographics + dwell time |
| Data integration | None | Live Railways + private APIs |
| Content updates | Manual scheduling | Real-time remote CMS |
| Brand recall | Industry average | 40% higher (measured) |
| Engagement | Passive viewing | 70% higher (measured) |
Scalability and strategic value
The architecture replicates across any high-footfall public infrastructure — airports, metro stations, malls, hospitals. The interactions library built for this deployment is defensible IP. Government interest opens a path from advertising revenue into functional public services: ticketing, wayfinding, citizen information.
Reliance Smart is live on the same platform. The playbook is proven.
