MAM
Rado brand ambassador Hrithik Roshan opens new store at Delhi Airport
Bollywood megastar Hrithik Roshan was the guest of honour at an exciting event to open Rado’s stylish new monobrand store at Delhi IGI Airport today.
This is the first time Rado has opened a monobrand store in an airport and the new boutique features sleek and textured materials in muted tones. With specially crafted elements, the boutique offers a warm and welcoming atmosphere in a modern design that reflects Rado’s characteristic design approach. It’s the perfect place for visitors to immerse themselves in the world of Rado and experience the minimalist design and innovative materials of the brand’s timepieces.
Speaking at the event, Hrithik Roshan said: “I congratulate Rado on this achievement and I am excited that the brand is now available at one of my favourite airports in the world. I have been with Rado for six years now and I am elated to see how it continues to grow and expand across the Indian market. I wish Rado success on this new endeavour.”
Rado CEO Matthias Breschan commented: “We are delighted to announce the opening of our first airport store at Delhi Airport and are honoured that Hrithik was able to join us today. This is a big achievement in further expanding the availability of our watches to Rado enthusiasts in India.”
Delhi IGI Airport is the busiest airport in India, handling 63.3 million passengers every year and is known for its world-class retail experience. The Rado store offers a break from the hustle and bustle of the airport with its calm and relaxing atmosphere.
MAM
GUEST COLUMN: How data and adtech are driving OOH growth in India
Data and technology are reshaping OOH and boosting advertiser confidence.
MUMBAI: Out-of-Home (OOH) advertising is evolving from a traditional, location-driven medium into a data-informed channel that blends physical presence with digital intelligence. For Nipun Arora, co-founder of Osmo, this transformation is redefining how advertisers plan, execute, and measure campaigns in India. In this piece, Arora explores how traffic, mobility, and AI-powered data are enhancing site and audience insights, why DOOH is accelerating precision planning, and how authenticity, creativity, and repeat exposure are driving renewed advertiser confidence in OOH.
For years, Out-of-Home (OOH) advertising operated with minimal reliance on data. Site selection was largely driven by visibility, location, and a planner’s understanding of traffic patterns.
That is now changing rapidly.
The first shift came with traffic data, offering basic estimates of vehicular movement. This evolved into mobility data powered by GPS signals, enabling deeper insights into audience movement and behavior. Point-of-interest data further refined this by helping advertisers understand who is likely to be present around a location.
Today, artificial intelligence and computer vision are unlocking an entirely new layer of site and audience intelligence. Together, these data streams are transforming OOH from a real estate-led medium into a data-backed one.
The rise of Digital Out-of-Home (DOOH) is accelerating this shift. Campaigns can now be planned, scheduled, and optimized with increasing precision bringing OOH closer to an adtech model. That said, as a physical medium, OOH still operates within real-world constraints, making this transition gradual rather than absolute.
At the same time, advertisers are returning to OOH with renewed interest.
One of the biggest drivers is authenticity. Unlike digital platforms, OOH offers real-world visibility free from bots, fraudulent impressions, or ad blockers. What you see is what exists.
There’s also growing digital fatigue. Consumers are overwhelmed by constant online advertising, often choosing to skip or ignore it. OOH, by contrast, engages audiences naturally within their environment, without interruption.
Mobility further strengthens its impact. As people move through cities daily, OOH benefits from repeated exposure building recall over time in a way few channels can match.
Add to this the power of creativity. Large formats and contextual executions don’t just capture attention, they often extend beyond the physical space, finding life on social media.
Finally, the increasing availability of data at the planning stage is boosting advertiser confidence. Better insights mean better decisions and more accountability.
As cities grow and movement increases, OOH is uniquely positioned at the intersection of physical presence and data intelligence. Its evolution from billboards to big data isn’t just a technological shift, it’s a redefinition of the medium itself.
Note: The views expressed in this article are solely the author’s and do not necessarily reflect our own.
