India's Largest DOOH LED Screen Debuts in Hyderabad
2026-08-13 · via AV Magazine
A new 586 square metre LED display has gone live at SAS Tower in Hyderabad's financial district, and the operator behind it, Iconic by One Vision, says it is the largest digital out-of-home screen in India.
The L-shaped installation is roughly seven times the size of the city's previous largest screen, according to the announcement, and is described as the equivalent of about two basketball courts or eight pickleball courts. The screen is built from Absen A25 Series LED panels and is billed as Hyderabad's first 8K DOOH display. The announcement does not give a pixel pitch, brightness rating, or installation cost.
For operators and media owners, the scale here is the story. Large-format, L-shaped LED walls on building facades have become a recognisable format for DOOH in cities like London, New York and Seoul, largely because the anamorphic and wraparound content they enable tends to travel well on social media. Iconic by One Vision is leaning into that directly, with founder Abhinav Reddy framing the build around getting people to "stop, look up, and remember what they saw" rather than simple visibility.
That framing reflects a broader shift in outdoor advertising that has already played out in more mature DOOH markets: buyers are increasingly paying for attention and dwell time, not just impressions, which pushes media owners toward fewer, bigger, more spectacular sites rather than large networks of standard billboards. Whether Indian advertisers are ready to pay a premium for that kind of placement is not addressed in the announcement, and no advertisers or campaigns running on the screen are named.
Expansion plans
Iconic by One Vision says it was set up specifically to build large-format, cinematic-grade DOOH infrastructure in India's growing cities. The company currently operates in five cities and says it plans further expansion later in 2026 and into 2027. No specific cities, site counts, or investment figures are given for that rollout.
For the wider Indian DOOH market, a screen of this scale in Hyderabad signals that landmark LED sites, previously concentrated in Mumbai and Delhi, are spreading to other major commercial hubs. It also raises the bar for what counts as a flagship placement in tier-one Indian cities, which could put pressure on other media owners and property developers to follow with their own large-format builds if advertiser demand materialises. The announcement does not disclose how content is booked or sold on the Iconic screen, nor whether it runs programmatic DOOH inventory or is sold on a direct, sponsorship basis.
The announcement in full
Reproduced from AV Magazine for reference. Digital Signage Magazine did not write the text below.
By AV Magazine in APAC , Digital Signage and DOOH August 13, 2026 0
The 586 sq metre, L-shaped Iconic by One Vision display in Hyderabad’s financial district is seven times the size of the city’s previous largest screen and is made with Absen A25 Series panels.
India’s largest Digital Out of Home display has been unveiled at SAS Tower in the financial district of Hyderabad.
The Iconic by One Vision screen spans 586 sq metres of L-shaped display area, roughly seven times the size of the city’s previous largest screen.
.This makes it roughly the size of two basketball courts or eight pickleball courts.
The Iconic screen is the first ever 8K DOOH display in the city of Hyderabad and is comprised of Absen A25 Series LED panels.
The screen is capable of displaying anamorphic content and is said to have already become a landmark media wall, drawing crowds and attracting viral social media attention.
“Outdoor advertising in India is at an inflection point. Brands don’t just want visibility any more; they want screens that make people stop, look up, and remember what they saw. That’s the space Iconic by One Vision was built for,” said Iconic by One Vision founder Abhinav Reddy.
The company was established to build large-format, cinematic-grade DOOH infrastructure in India’s growing cities, and is present in five so far, with plans for further expansion later this year and in 2027.