Times OOH Launches ‘The Riviera’, Ahmedabad’s New Digital Media Landmark

Times OOH, part of the Times Group, has introduced ‘The Riviera’, a premium large-format digital videowall at Ahmedabad’s Sabarmati Riverfront. The new installation adds a distinctive digital advertising landmark to one of the city’s most prominent urban destinations and marks a new development in Gujarat’s Out-of-Home (OOH) media landscape.

Designed in a sculptural form inspired by river pebbles, The Riviera measures 39 x 19 feet and combines a substantial digital display with an architectural design intended to capture attention. Its form draws inspiration from the natural character of the Sabarmati, creating an unconventional canvas for brands seeking greater visibility and creative impact.

Located at the entrance of the Sabarmati Riverfront on Ashram Road, the installation occupies a strategically important position within Ahmedabad. Ashram Road is a major city corridor connecting Sardar Vallabhbhai Patel International Airport with central areas, giving The Riviera access to a diverse audience that includes business travellers, professionals, residents and regular commuters.

Its location also allows brands to benefit from the steady flow of visitors to the Sabarmati Riverfront. The destination attracts a broad mix of audiences, including families, tourists, business professionals, walkers, cultural visitors and people attending events throughout the year.

The combination of a high-traffic location, large digital format and distinctive physical design is intended to offer advertisers an alternative to conventional outdoor media. The Riviera enables brands to create visually engaging campaigns while building stronger visibility among audiences moving through one of Ahmedabad’s key urban corridors.

For Times OOH, the launch forms part of its broader expansion of premium digital OOH formats across India. The company is focusing on creating landmark media properties that combine location, technology and design to deliver high-impact brand communication.

The Riviera also reflects the growing evolution of outdoor advertising, where digital displays are increasingly being integrated into architectural and public environments. By moving beyond traditional billboard formats, Times OOH aims to provide brands with more immersive opportunities to connect with consumers in physical spaces.

With its distinctive design, prominent location and expansive digital canvas, The Riviera is positioned as a new visual landmark for Ahmedabad while strengthening Times OOH’s presence in the premium outdoor media segment.