MAM
Digital signage to be on a bull run
BANGALORE: The digital signage market (DSM) in India, which is at a nascent stage with a size of about Rs.500 million annually, is expected to grow by about 300 to 400 per cent by the end of next year with the rebound of the global economy, according to a number of DSM players at the ‘Expert Tour‘ on Digital Signage organised by Emarson IT Solutions (EITS) in partnership with global DSM player Minicom Advanced Systems.
The road show was aimed to educate various industry participants such as co-vendors, partners, integrators and customers about what digital signage (DS) is and how it can be absorbed into various industries such as banking, transportation , hospitality, retail and OOH.
Organised retail is the biggest user of DS in India as well as globally. The market is catching up with static signage (bill boards, etc.) and will soon overtake it, say DSM pundits.
EITS co-founder and CEO Prateek Jaswant claims, “The out-of-home sector will be the only traditional advertising media to post real revenue growth during the next five years. The growth will be driven by the migration to digital and the incremental revenues generated from digital sites. Also, one of the major growth drivers of digital signage is the advancement in technology which has helped retailers, marketing and entertainment companies, and many other organisations to ‘narrowcast‘ dynamic video, graphical and editorial content on hundreds, or even thousands, of digital signage displays located virtually anywhere.”
Being a new industry in India and globally, a lot needs to done to help the industry grow even further. One of the challenges it faces is convincing the real estate owners to permit placing DS in their premises.
Another key factor is television content. While a viewer watches television for the sake of entertainment or news or knowledge, in the case of DS the message has to be short and loud to catch the attention of a viewer who could be a shopper in a store. Many advertisers and creative teams create content for in-store DS that is more suitable for television and include a lot of audio or just run television ads with or without audio. At present, DS is more of a visual than an audio-visual medium.
Most advertisers fear that DS calls for a lot of content to be created since in-store situations change over very short periods of time (even hourly) and hence could be expensive, says Scala Inc senior software developer Jahan T Kadhar. “You could run the same ad over and over in the background with just change in the text message, which is possible to render using current technology.”
Driving more than 300,000 screens worldwide, Scala is a global provider of digital signage and advertising management solutions that offers a platform for content creation, management and distribution in digital signage networks and for advertising management of both traditional and digital signage networks.
Selling DS by itself is another challenge, since it is not a part of most media planners who look at just Digital OOH. A number of media sellers also perceive DS as competition.
Capex and total cost of ownership (TCO) is not easily understood and there is no proven or standard return of investment (ROI) matrix for DS. The market lacks other indicators such as measure of reach. Neither the efficiency and efficacy measurement standards of DS are available. “We all know that it‘s working but have no way of proving it,” says Minicom Digital Signage CEO Ronni Guggenheim.
Over 400,000 screens worldwide are using Minicom technology . “When measurability matrices were started for other mediums such as television and cinema, revenues of these mediums increased. We are at the same stage that television was in 1996 or cinema was in 2003,” adds Guggenheim.
The market is fragmented with a number of players with a small number of screens. “There have been times when we have had to send people to various places where we have deployed screens to check physically if they are working or not. Due to bad connectivity, I‘ve had to send the new ad clips on pen drives to various locations in my network,” says Tag Media Network President and CEO P R Sateesh.
Brands
Lovetc appoints Tamannaah Bhatia as brand face
Ananya Birla’s premium colour cosmetics line gears up for strong second year with 30 per cent monthly growth and fresh face category launch.
MUMBAI: Lovetc is tinting its success story with a starry new shade Tamannaah Bhatia has just been named the face of Ananya Birla’s premium beauty brand. As the colour cosmetics label under Birla Cosmetics completes a vibrant first year in April 2026, it is entering its second chapter with impressive momentum. The brand has delivered 30 per cent month-on-month growth, expanded thoughtfully into offline and quick-commerce channels, and built a loyal following through a digital-first approach mixed with genuine consumer connections.
Priced between Rs 650 and Rs 1,850, Lovetc focused its debut portfolio on lips and eyes categories. Hero products such as Tint, Talk, Etc Radiant Glow Hydrating Tint (SPF 30 PA++), Pout, Perfect, Etc Matte Bullet Lipstick, and Melt, Miracle, Etc Treatment Oil-Infused Lip Balm quickly won hearts. Early shoppers showed strong purchase intent, with average order values ranging from Rs 1,200 to Rs 2,800 and an average of two items per transaction, signalling healthy basket-building and repeat purchases.
The brand made its mark in key metros including Mumbai, NCR, Chennai, Bengaluru, Chandigarh, Patiala, Ludhiana, and Cochin, while Tier-2 cities surprised with robust demand and loyalty. On the distribution side, Lovetc entered 90 offline retail doors in year one and is on track to cross 150 doors by Q2 2026, choosing each outlet carefully to match its premium positioning.
To mark the milestone, Lovetc is stepping into the face category with the launch of Ace, Face, Etc 4K Blur Matte Foundation in eight shades tailored for diverse Indian skin tones. Additional innovations like the multi-purpose The Etc stick and longwear lip tint Love Bites are also in the pipeline.
Tamannaah Bhatia, known for her pan-India appeal across films and her authentic love for beauty, brings cultural relevance and credibility to the brand. Ananya Birla, founder of Birla Cosmetics, said, “Year Two is going to be big. The brief for every new launch remains the same: Does it perform? Is it playful? Is it kind to the person wearing it? Performance, playfulness, and kindness that is the promise we intend to keep. Bringing Tamannaah on board feels especially pertinent because she brings together an authentic love for beauty with a connection that cuts across audiences and geographies.”
Tamannaah Bhatia added, “I have always loved beauty as a form of self-expression, and what drew me to Lovetc is that it feels playful, thoughtful, and modern at the same time. I am excited to be the face of a brand that is creating products with both performance and personality.”
With deliberate growth, quality-focused retail expansion, and a celebrity partner who genuinely connects with beauty lovers nationwide, Lovetc is blending performance with personality in a market hungry for thoughtful premium options. As it steps into year two, the brand is proving that in beauty, the right tint can make everything glow a little brighter. Delhi, Mumbai, or a Tier-2 favourite Lovetc is colouring India’s beauty shelves with confidence and charm.
