With a focus on scalability, innovation, and tech-powered consumer engagement, Tarun’s vision is clear: to build India’s most intelligent DOOH ecosystem.
Tarun Pugalia
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?
When we set our sights on scaling in Mumbai, the objective was crystal clear: maximum impact through meticulously chosen touchpoints. We didn’t just look for high footfall; we went deeper, mapping consumer movement, behavioural data, and psychographics. We focused on zones that inherently drive engagement: transit corridors, residential ecosystems, corporate hubs, and premium retail chains. Today, our DOOH presence is strategically woven into the city’s pulse, including high-value locations like Reliance Retail outlets and even cultural landmarks such as the Golden Temple in Amritsar. This isn't accidental. It’s deliberate. We’re not just in the business of placing digital screens; we engineer relevance at scale.
2. How is Smartags using technology to change the way brands connect with Mumbai’s urban consumers?
At Smartags, technology isn't a tool; it’s the foundation. We’re redefining how brands connect with an urban, always-on demographic. Our smart screens are built to respond in real time, adapting content dynamically based on contextual triggers like time of day, weather, or crowd density. That’s not innovation for innovation’s sake; it’s precision engineered for impact. Whether a brand is running a local promo or a nationwide blitz, our systems optimize every impression. We’re not just digitizing traditional formats; we’re transforming the very nature of outdoor advertising to make it smarter, faster, and unignorably relevant.
3. What are some recent campaigns or partnerships in Mumbai that you’re particularly proud of?
We’ve recently collaborated with leading consumer brands Reliance Smart Bazaar, HUL, Britannia and Gold Medal to deliver campaigns that went beyond visibility into measurable action. One campaign in particular deployed time-sensitive creative changes based on live data triggers. It was a masterclass in DOOH agility. But for me, it’s the macro picture that matters. We’re on a high-growth trajectory: by FY2025, we’ll have 1,000+ smart digital displays across India, including key markets like Mumbai, with a projected monthly reach of 40 million. That kind of scale, combined with tech-enabled precision, isn’t just rare, it’s redefining what’s possible in this space.
4. In a city as fast-paced as Mumbai, what challenges do you face in executing DOOH campaigns, and how do you overcome them?
Mumbai is a complex organism: fast-moving, layered, unpredictable. That complexity can either be a constraint or a competitive advantage. We choose the latter. Executing campaigns here means navigating dense municipal protocols, logistical bottlenecks, and infrastructural nuances. Our edge? A solid operational backbone paired with strategic partnerships. Digitec Engineers & Computech Pvt. Ltd. (ONTV Transit Media) has been instrumental in this. Their legacy access to transit media, particularly railway stations, Mumbai’s lifelines, combined with Smartags’ technology gives us an unmatched deployment advantage. We don’t just overcome challenges, we build scalable frameworks around them.
5. Can you share your vision for Smartags’ growth in Mumbai over the next 12–18 months?
Mumbai will continue to be a cornerstone of our expansion blueprint. In the next 12–18 months, we’re doubling down on growth across multiple locations including religious landmarks and high-engagement lifestyle venues. Each screen added is data-validated, consumer-mapped, and strategically positioned. The goal is clear: double our city-level presence and contribute meaningfully to our national milestone of 1,000+ screens by FY2025. This isn’t just about growing numbers; it’s about building a cohesive, insight-led ecosystem that delivers 40 million monthly impressions with real-time relevance. Mumbai is not a market we operate in; it’s a market we intend to lead.
6. What does innovation mean to you in the context of advertising, and how are you incorporating it into the Mumbai market?
Innovation, to me, is the ability to anticipate consumer movement before it happens and respond in real time with intelligence. In a city as media-saturated as Mumbai, attention is currency and Smartags is designed to earn it. We’re deploying AI-enabled analytics, motion-triggered content, and QR-led engagement models to create immersive, data-led advertising journeys. But the true innovation lies in making these technologies seamless and scalable. We’re not here to follow global trends; we’re here to set benchmarks for what smart advertising can look like in India’s most dynamic city.
7. You also lead Digitec Engineers & Computech (ONTV). How do both companies complement each other, especially in a market like Mumbai?
Smartags and ONTV operate in perfect tandem. Where Smartags pioneers in AdTech and digital screen networks, ONTV offers legacy strength in physical and transit media, refined over a decade. In Mumbai, ONTV unparalleled access to railway station inventory gives us an edge few can replicate. It allows us to unlock prime locations and merge them with Smartags’ dynamic capabilities. The result is a full-funnel solution for brands, from traditional presence to tech-powered engagement. Together, we’re architecting a future-ready DOOH ecosystem that blends scale, science, and strategic media access. It’s not just synergy; it’s a strategic alliance with national implications.
Subscribe today by clicking the link and stay updated with the latest news!" Click here!
