Connect OOH executes large-scale DOOH roadblock for Budweiser 0.0

Connect Network Inc., operating as Connect OOH, has executed a large-format digital out-of-home roadblock on Mumbai’s Western Express Highway for AB InBev India’s Budweiser 0.0. The activation is positioned as India’s largest DOOH roadblock to date, transforming a key urban corridor into a continuous digital media experience.

The execution spans more than 50 premium digital screens across a 16-kilometre stretch of the Western Express Highway. This arterial route carries close to 70% of western suburban traffic and connects major commercial hubs including Bandra Kurla Complex, Andheri and Goregaon. It also functions as a primary access route to both Mumbai’s domestic and international airports, making it one of the city’s highest-impact commuter corridors.

By synchronising content across this stretch, Connect OOH converted the highway into a single, uninterrupted digital canvas. The scale of the takeover delivered a 100% share of voice across the selected assets, ensuring repeated exposure for commuters travelling along the corridor. The execution reflects a shift in how digital out-of-home can be used to deliver mass visibility traditionally associated with television and print.

The roadblock was designed and orchestrated by Connect OOH, aligning Budweiser 0.0’s messaging with its association as a global partner for the ICC. The media strategy was timed to coincide with peak cricketing momentum, allowing the brand to tap into heightened cultural relevance. Stadium-inspired creatives were deployed across large-format digital sites, creating a continuous visual narrative that unfolded progressively as commuters moved along the highway.

This approach enabled Budweiser 0.0 to maintain consistency in storytelling while benefiting from the frequency generated by corridor-level domination. Rather than isolated placements, the activation relied on density and continuity, reinforcing brand presence through immersion and repetition. Such large-scale synchronised roadblocks remain rare within the Indian out-of-home landscape, particularly in digital formats.

The campaign required detailed planning and precise operational execution. Connect OOH coordinated site readiness, content scheduling and real-time synchronisation across more than 50 digital screens. The deployment highlights the technical maturity and operational depth of the Connect OOH network, demonstrating its ability to manage complex, large-format DOOH executions at scale.

For AB InBev India and Budweiser 0.0, the format delivered broad urban visibility while aligning the brand with cricket-led cultural moments. The physical presence of the media, combined with digital flexibility, allowed the brand to create a high-impact experience in a real-world environment during a period of high audience attention.

Commenting on the execution, Haresh Nayak, CEO, Connect Network Inc., said, “This execution fundamentally redefines what dominance looks like in out-of-home media. Roadblocks have long been the preserve of television and print. With this takeover, we’ve proven that DOOH can deliver the same broadcast-scale impact while adding contextual relevance, frequency, and real world presence. It’s a clear signal that OOH has entered its next phase of maturity in India.”

The activation positions digital out-of-home as a viable medium for large-scale brand domination in urban environments. By demonstrating how a single, high-traffic corridor can be transformed into a unified digital showcase, the campaign sets a benchmark for future DOOH executions in India. It also signals growing confidence among advertisers in using DOOH not just as a supplementary channel, but as a central component of high-impact media strategies.