Tarun Pugalia, Founder & Managing Director of Smartags and CEO of Digitec Engineers & Computech (ONTV), is steering a bold transformation in India's Digital Out-of-Home (DOOH) advertising landscape. In this interview, he unpacks the strategy behind Smartags’ dominant footprint across Mumbai-from leveraging behavioural data for high-impact screen placement to deploying AI-driven content and live-data triggers. With a focus on scalability, innovation, and tech-powered consumer engagement, Tarun’s vision is clear: to build India’s most intelligent DOOH ecosystem. He also sheds light on the strategic synergy between Smartags and ONTV, which combines cutting-edge AdTech with unmatched access to transit media. With marquee partnerships with brands like HUL, Britannia, and Reliance, and a projected reach of 40 million monthly impressions by FY2025, Smartags isn’t just growing-it’s setting the benchmark for smart, scalable, and contextually relevant advertising.

1. Smartags has built a strong DOOH footprint across Mumbai. What were some of the strategic considerations behind choosing these locations?