Hyderabad, Aug 17: Iconic by ONE VISION, founded by Abhinav Nagireddy, has unveiled India’s largest Digital Out-of-Home display at SAS iTower in Nanakramguda, Hyderabad, marking the company’s biggest installation to date and a significant step in its national expansion.
Spread across 586.14 sq. m. of continuous L-shaped display area, the installation is Hyderabad’s first 8K DOOH display and uses Absen A25 series LED technology to deliver glasses-free anamorphic 3D experiences. Its scale places the installation in the same broad category as some of the world’s most recognised large-format outdoor advertising landmarks: London’s Piccadilly Lights in the United Kingdom, whose curved LED display spans roughly 780 sq. m., and Tokyo’s Shinjuku Crossing in Japan, whose viral 3D cat display measures approximately 154 sq. m. This places Hyderabad’s screen well ahead of Shinjuku’s scale and within reach of Piccadilly’s.
The Hyderabad launch follows Iconic by ONE VISION’s expansion across Bengaluru, Bhopal, Jaipur, Thiruvananthapuram and Bhubaneswar, with the company choosing Hyderabad’s Financial District as its latest market. The location offers access to a concentrated corporate ecosystem and high-visibility urban environment, making it a strategic market for premium DOOH advertising.
The company has already seen early commercial traction, with three campaigns booked within the first two weeks of the Hyderabad display going live. Across its existing network, Iconic by ONE VISION has delivered campaigns for national brands including Apple’s iPhone 17 launch and Prestige Group.
“Outdoor advertising in India is moving from visibility to impact. Brands want platforms that can command attention and create memorable experiences. Hyderabad is our biggest canvas yet, and it reflects the scale we want to bring to India’s DOOH ecosystem,” said Abhinav Nagireddy, Founder, Iconic by ONE VISION.
The launch also lands at a moment when outdoor advertising globally is shifting toward automated, data-driven buying. The global DOOH market is valued at an estimated $26.5 billion in 2026, on track to reach $39.1 billion by 2030, and digital formats are projected to grow from 22% of total out-of-home ad spend in 2016 to 45.2% by 2028. This shift is turning large-format screens like Iconic’s into programmable, audience-targeted media assets rather than static inventory.
The Hyderabad launch takes the company’s presence to 6 cities – Bengaluru, Bhopal, Jaipur, Thiruvananthapuram, Bhubaneswar and Hyderabad. Iconic by ONE VISION crossed ₹1 crore in business in its first year of operations and is now preparing for its next phase of growth, with Gurugram planned by the end of 2026 and expansion into additional states in 2027.
The company currently works with brands across real estate, jewellery and hospitality and is looking to expand its advertiser base across automotive, financial services and other consumer-facing sectors as demand for premium DOOH inventory grows.