‘Signage industry is not a tug-of-war between static & digital’

As digital platforms continue to reshape how brands communicate, one might wonder what’s next for the traditional signage industry. Is static signage fading, or is it simply reinventing itself for a more hybrid future? To get a closer look at this evolving ecosystem, Media4Growth connected with Deepak Gupta, Director of Sun Sign & Technologies, who shared his insights on the latest trends in signage materials, market expansion, and the sustainability shift driving the next wave of innovation. 

The signage landscape is expanding 

“The Indian market is massive and there is room for everyone to coexist,” says Deepak. “While digital media has certainly grown, it hasn’t replaced traditional signage. Every brand today has to be everywhere, whether it is online, on-screen or on-ground.” 

According to him, the industry is going through strong diversification rather than competition between mediums. Static signage continues to play a critical role in brand presence, especially for retail and experiential touchpoints, while digital screens are being used for campaigns that require dynamic storytelling.  

Deepak also point to an interesting shift in market focus. While metros like Delhi, Mumbai, Chennai, and Bengaluru remain mature and saturated, the growth story is now unfolding in tier-2 and tier-3 markets. “I believe these regions are witnessing a surge in infrastructure and retail development. Earlier, printers in smaller towns relied on metros for production. Now, with new installations and localised demands, they are building capacity within their own regions,” he explains.  

Green is the new growth engine 

Sun Sign & Technologies has aligned its product strategy with the ‘green signage’ movement, as sustainability is becoming non-negotiable for global and Indian brands.  

“Some brands have been strong market drivers in this direction,” Deepak notes. “They only use PVC-free materials. We’ve already supplied vinyl approved for their use, and we are working on multiple eco-friendly solutions like PVC-free foam boards, PE media, and backlit fabrics.” 

Many other corporates like ITC are also exploring eco-friendly options, though the transition is gradual. “While big brands are keen on switching, printers and installers often hesitate, assuming PVC-free materials are expensive or difficult to source. But as adoption grows, the ecosystem will naturally stabilise,” he adds. 

However, Deepak also admits that not every client will immediately shift to new materials. “Some are comfortable with fabric, while others are testing PE-based media. The evolution will take time, but the intent is to eventually shift to greener materials.” 

A coexistence model 

For Deepak Gupta, the signage industry is not a tug-of-war between static and digital. It is entering a coexistence era. Every format has its place. A brand that wants visibility must be present across all platforms. The real opportunity lies in integration, not replacement.” 

And in that sense, the signage industry remains one of India’s most versatile and resilient creative ecosystems, one that continues to reinvent itself, city by city, surface by surface.