Noida has installed its first Times Square-inspired anamorphic billboard in the heart of Sector 18. Positioned at one of the city's busiest commercial stretches, the digital hoarding is expected to become a high-impact destination for brands looking to create immersive and head-turning campaigns.
The LED screen measures 32 feet by 32 feet and is anamorphic in format—built specifically to deliver 3D illusionary content that stands out from traditional OOH formats.
Currently displaying the Indian flag in motion graphics, the screen is in its test mode, but commercial slot bookings have already begun. The first brand to leverage the screen was Iris for its premium office space, promoting its Monsoon Carnival through a series of digital creatives. Airtel and a prominent real estate brand are next in line for launch campaigns.
Industry insiders suggest that categories like jewellery, tech, auto, and OTT will be among the first to experiment with the format. A Noida official confirmed that several advertisers have shown early interest, with campaign rollouts expected to begin by mid-July.
Billboard Economics: New Format, New Rates
A Noida-based publicity agency quoted ?4 lakh for a one-month slot, which includes a 15-second ad played every three minutes. However, due to limited inventory and high demand, advertisers are likely to get more frequency than initially promised. Media planners anticipate that once footfall data solidifies and demand picks up, the rates could increase sharply.
Traditional billboard spaces near key zones like DND Flyway or Sector 62 typically cost anywhere between ?3 lakh to ?10 lakh a month depending on location and size. With the scale and interactivity of this digital screen, introductory pricing is being positioned competitively. Media buyers believe the screen will be monetised in 15- and 30-second blocks, with premium charges during peak hours such as evenings and weekends. Long-term takeovers are being routed via a formal tender process managed by the Noida Authority’s media cell.
New Cultural Hotspot in the Making
Unlike static billboards that dominate most of Noida’s skyline, this anamorphic LED display blends digital storytelling with 3D visuals, setting a new benchmark in outdoor media. It’s built to mimic the grandeur of New York’s Times Square or Seoul’s Gangnam District—two of the most globally recognised sites for immersive public media experiences.
The screen is part of a larger ?10 crore redevelopment initiative by the Noida Authority, aimed at turning the 6,500 sq ft site into a pedestrian-only cultural and recreational zone. Planned features include seating for over 150 people, a chroma and video wall for interactive experiences, and designated play areas. The Authority envisions the space not just as a branding destination but a social engagement zone for visitors.
With metro connectivity, dense footfall from shopping hubs, and a growing youth demographic, the Sector 18 anamorphic billboard may just become one of India’s most coveted outdoor advertising spots.
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