Published on: May 7, 2026
MUMBAI, May 6, 2026 – Social Beat, one of India’s leading agile digital agencies, has successfully spearheaded a high-impact Programmatic Digital Out-of-Home (pDOOH) campaign at Mumbai International Airport for real estate giant Kalpataru Limited.
By orchestrating a sophisticated integration of its programmatic stack with Lemma’s omnichannel infrastructure, Social Beat demonstrated how agile agencies are driving the next wave of data-led premium OOH innovation.
Historically, complex airport campaigns were dominated by large branding-focused agencies that prioritized mass visibility over technical precision. However, in today’s tech-first media landscape, visibility without measurement is no longer enough.
Social Beat challenged this traditional approach by proving that high-impact branding can also be backed by robust performance intelligence. Leveraging Lemma’s programmatic capabilities, the agency executed a seamless “zero-friction” campaign that combined the scale of airport digital billboards with the precision of digital targeting.
The campaign specifically focused on the “Holiday Homecoming” surge, engaging high-net-worth NRIs at the exact moment of arrival in India.
Using passenger movement insights and contextual triggers, Social Beat delivered targeted messaging across 52 premium touchpoints within Mumbai International Airport. The campaign encouraged audiences to begin their homeownership journey with Kalpataru Limited through a simple scan-based interaction
Tirthankar Ganguly, President and Chief Marketing Officer, Kalpataru Limited said:
“We are constantly exploring innovative ways to connect with our audience at moments that truly matter. The ‘Holiday Homecoming’ period is especially significant, as HNIs and NRIs return to India with renewed intent.
Our objective was to ensure that Kalpataru Limited was the first brand they engaged with upon arrival. By leveraging programmatic DOOH, we delivered a premium, contextually relevant, and fully measurable experience, enabling potential homeowners to begin their journey with us from the moment they landed.”
Maanesh Vasudeo, CBO, Social Beat said:
“At Social Beat, our philosophy is to deliver business outcomes. In today’s fragmented landscape, achieving those outcomes requires a successful full-funnel strategy spanning multiple touchpoints.
By spearheading this pDOOH initiative, we’ve demonstrated that high-impact branding no longer needs to exist in a measurement vacuum. Using our cutting-edge programmatic solutions alongside Lemma, we transformed premium outdoor media into a high-performance extension of a data-driven strategy.”
Sidharth Dabhade, CBO, Lemma said:
“Social Beat is a prime example of an agency that understands the future of the omnichannel landscape. Their ability to activate this data-driven campaign programmatically through Lemma proves that precision and performance are now accessible to agencies with the vision to use them effectively.
It confirms that agile agencies are leading the charge in delivering high-impact, measurable Digital OOH at scale.”
About Social Beat
Social Beat is one of India’s fastest-growing integrated digital agencies and a proud member of the Cheil Worldwide network.
Moving beyond traditional silos, Social Beat offers a holistic digital ecosystem encompassing Tech-First Media, Digital Strategy and Analytics, Creative, Social, SEO/GEO/AEO, and marketing automation. The agency also houses a dedicated influencer marketing division through Influencer.in.
By combining deep consumer insights with an advanced proprietary media stack, Social Beat enables brands to dominate premium touchpoints and engage high-value audiences across the digital spectrum.
About Lemma
Lemma is a leading full-funnel omnichannel platform built to accelerate brand ROI through impactful Out-of-Home (OOH) advertising.
Designed to unify physical and digital media, Lemma enables advertisers to create seamless audience journeys across Connected TV (CTV), mobile, web, and emerging digital channels. Building on its expertise in programmatic DOOH, the platform delivers measurable outcomes by integrating outdoor media with broader digital performance strategies.
With a growing global presence across North America and EMEA, Lemma empowers advertisers to execute engaging omnichannel campaigns at scale.
