Giving an animated twist to signage

For years, signage has largely served one basic purpose – make the brand visible, make it bright and make sure it can be seen from a distance. But as brands compete for attention, static visibility is no longer always enough. Movement, colour and animation are becoming another way for signage to stand out. 

This is the space Signage Animator, a hardware-based LED controller and animation solution developed by Bitbang Enterprises LLP, is looking to address. Launched in 2019, the company has developed a range of hardware controllers that can convert conventional signage into animated displays without requiring additional software or a complete replacement of the existing signage. 

The proposition is particularly relevant to the out-of-home (OOH) ecosystem, where signage manufacturers and fabricators often work with existing physical structures. Rather than asking businesses to install an entirely new display, Signage Animator works as a retrofit solution. Existing signage can be connected to the controller with some wiring changes, allowing animation to be added to the display. 

The company develops its controllers in-house, including PCB design and manufacturing, while electronic components are sourced from China and Taiwan. One of its latest developments is a multi-colour signage solution, designed to give signage manufacturers greater flexibility in creating animated and colour-changing displays.  

“We currently offer multiple versions of our controller, including micro, mini, medium, pro and customised variants, depending on the load and number of points required,” said Bharat Negi, Manager and spokesperson, Signage Animator. “We have also introduced smaller, remote-controlled and multi-colour versions based on customer demand. 

Signage Animator primarily works through signage manufacturers with around 10–12 dealers in India and international dealers in markets including the US and Canada. The company has recently worked with Birla Opus, with around 5,000 controllers supplied for the brand. 

The company says its annual business currently stands at around ₹1–2 crore, while its next phase of product development continues to be driven by changing requirements from signage makers and their customers. For Signage Animator, the opportunity appears less about turning every sign into a digital screen and more about making existing signage work harder for the advertiser.