When stories come alive on intelligent screens 

“When screens meet intelligence, that is when stories come alive,” Sravanth Gajula, the founder of AdOnMo said as he wrapped up his session on optimising digital signage, beautifully capturing the underlying purpose of the discussion he initiated at DDX Asia held in Mumbai on February 20-21, 2025. 

Sravanth began by reflecting on how the industry had grown—from simply adopting digital signage to now trying to optimize and truly make it work. In a world filled with screens, how does one stand out? This was the question he essentially addressed.  

“The problem isn’t the lack of advertising but the excess of it. Everywhere you look, there’s an ad, but most of them don’t speak to the people passing by. Whether it’s a transit ad or a massive billboard, if the message doesn’t connect, it simply blends into the background,” pointed out Sravanth.  

He illustrated his point with the Cadbury example. The brand had been around for decades but truly transformed in the 90s when it repositioned itself with a cricket-themed campaign. No longer just a treat for kids, Cadbury became something adults could enjoy too. This shift later led to the iconic ‘Kuch Meetha Ho Jaye’, which made it a part of celebrations, festivals and everyday moments of joy. 

Sravanth emphasised that the same principle applies to digital signage. It’s not just about displaying an ad—it’s about placing the right message in the right space. He then elaborated on how AdOnMo applies this thinking through hyper-localised digital signage, strategically placed in elevator lobbies of gated communities, malls, office buildings, and more. Unlike traditional billboards that broadcast messages to anyone passing by, these digital signages are designed to engage with specific audiences in a meaningful way.  

He then moved on to discuss the future of digital signage, emphasising that these advancements are not distant possibilities but realities unfolding today. IoT integration, data-driven contextual messaging, and open-source collaboration are already transforming how brands communicate with their audiences. From a business standpoint, digital signage is no longer just about advertising—it is about brand building. The right combination of medium and message can create lasting impressions that go beyond an ad one would simply move past. This was the thought that Sravanth left the audience with as he ended his presentation.