ZEE5, along with Laqshya Solutions, has re-imagined Out-of-home advertising (OOH) by installing real-time, dynamic billboards across Mumbai’s Western Express Highway (WEH). These will inform the commuters of the estimated time of arrival (ETA) to their destination coupled with what to do while travelling by recommending favourite shows like Kaafir, Rangbaaz to watch on the ZEE5 app.

This is more pertinent given the traffic woes faced by commuters on account of monsoon delays.

To utilize the maximum time of their travel, Laqshya gives a solution by a perfect combination of content, technology, and data. These recommendations of episodes and series will be dynamic and will change in real-time along with the destinations en route.

Laqshya conceptualized this Idea along with the Zee5 brand team. The billboard went live during the last week of July and will stay for the duration of 30 days till August last week.

With this activity, ZEE5 aims to target consumers real-time and make the OTT platform as the go-to entertainment destination anytime – anywhere.