A breakthrough in multi-layered digital out-of-home advertising captivates urban audiences
Mumbai, July 22, 2025: RoshanSpace BrandCom Ltd., Mumbai’s boutique media powerhouse, has secured a prestigious Bronze award for its pioneering DeSync CMS Tech—a first-of-its-kind content delivery system revolutionizing India’s digital out-of-home (DOOH) advertising. The accolade follows highly successful campaigns for brands like Zepto, NIC Ice Cream, and Birla Opus Paints, all brought to life on RoshanSpace’s flagship ProDigi network of 20 high-impact digital flagpole displays along the bustling Western Express Highway.
In today’s hyper-competitive media environment, capturing urban audiences’ fleeting attention is a challenge. Traditional DOOH often struggles to tell complex brand stories within seconds. RoshanSpace tackled this gap by developing DeSync CMS, a transformative solution that delivers multi-layered storytelling without overwhelming the viewer.
“This award is not just a win for RoshanSpace but a milestone for DOOH innovation in India,” said Junaid Shaikh, Managing Director, RoshanSpace BrandCom. “With DeSync CMS, we’ve redefined outdoor storytelling—one screen, one story, all at once. It’s a leap forward in making every second count for brands and audiences alike.”
What Makes DeSync CMS a Game-Changer
DeSync CMS introduces what RoshanSpace calls “Synchronous Desynchronisation”—a unique approach where each screen in the ProDigi network plays a different creative simultaneously, yet all are choreographed within a tight 10-second window. This innovation allows for:
Entire product portfolios to be showcased in a single glance
Immersive and richer storytelling within seconds
Clutter-free audience engagement without overwhelming the viewer
Impactful Campaigns Driving Measurable Results
NIC Ice Cream: Different flavours displayed across 20 screens created a delightful, multi-sensory commute experience.
Zepto: Mirrored its app interface by assigning each screen a product category, achieving seamless phygital integration.
Birla Opus Paints: Presented emotion-led colour palettes that transitioned throughout the day, turning the highway into a living, dynamic mood board.
Backed by data-driven targeting strategies, these campaigns generated 6.7+ million impressions in just one week with an impressive average dwell time of 4+ seconds per screen.
Beyond creative brilliance, DeSync CMS offers operational excellence with automated content distribution, real-time proof-of-play, and advanced audience analytics, ensuring both visibility and accountability for brands.
With this recognition, RoshanSpace BrandCom strengthens its position as a trailblazer in tech-led DOOH media innovation, reshaping how urban audiences experience brand storytelling.
About RoshanSpace BrandCom
RoshanSpace BrandCom Ltd. is a boutique media company redefining urban outdoor storytelling through its ProDigi DOOH network. By blending creativity, data, and cutting-edge technology, RoshanSpace delivers impactful campaigns that resonate with audiences and elevate brand experiences.
