Digital displays turn Mumbai’s streets into a Wimbledon narrative

In an unique DOOH initiative, RoshanSpace Brandcom with its ProDigi network brought the Wimbledon 2025 tournament to the streets of Mumbai. The campaign, which launched on June 27 and ran for 20 days, leveraged dynamic formats like Flagpoles, SCLR, and TWINN to broadcast live tennis moments and evolving match outcomes across key city junctions and routes. 

The campaign’s strength was its innovative storytelling, which adapted in real time using tech intelligence. The creative rollout was designed to mirror the excitement of the tournament: ProDigi Flagpoles showcased male and female stars side-by-side, SCLR displays alternated between champions, and the TWINN screens created a compelling illusion of players moving between them. As the tournament progressed and the finals neared, the visuals were refreshed to celebrate champions Jannik Sinner and Iga Swiatek, turning Mumbai’s intersections into digital applause points. 

The collaboration was a first-of-its-kind for Mumbai, delivering an immersive experience that transcended traditional advertising. Backed by live data analytics, the campaign successfully delivered a strong performance, clocking in 5.9 million impressions over 20 days with a campaign dwell time of over 5 seconds. 

Snehal Shetty, Co-Founder, Obelus Events, commented on the partnership, saying, “This was our first collaboration with RoshanSpace Brandcom, and we are hoping to collaborate with them in the future as well. They offer a strong OOH network—from static sites to DOOH in prime city spots. Our client received the coverage as promised through their assets TWINN, SCLR, and Flagpoles along the Western Express Highway. The RoshanSpace team was proactive, with different ideas to help leverage brand visibility.” 

Junaid Shaikh, MD, RoshanSpace Brandcom, added, “This Wimbledon campaign wasn’t just about putting up screens, it was about telling a story in sync with the tournament. Every match shaped our narrative. Our goal was to make the city feel the pulse of Wimbledon, right from London’s Centre Court to the heart of Mumbai.”