When billboards walk on Dhaka streets – heads turn

As dusk settles over Dhaka amid rush-hour traffic, a group of young men and women weave through the crowd – each carrying a glowing backpack, its screen flashing vivid images and videos: a new app launch, a movie trailer, a brand promotion, etc.

They call it "Human Billboard" – a new kind of outdoor advertising that quite literally walks the talk. Behind this glowing phenomenon is Smart Screen Digital, a Dhaka-based startup bringing global-style digital promotions.

The concept is simple yet striking. From Gulshan and Banani to Dhanmondi and Tejgaon, these walking billboards line up at traffic signals, stroll past cafés, and pause near shopping malls – turning every head in a city crowded with static billboards and banners.

Since when have people become billboards?

The idea of people carrying advertisements isn't new. In 19th-century London, men once walked the streets wearing placards – a form of marketing known as the "human billboard". Today, the concept has gone digital. In cities like Seoul, Tokyo, and Dubai, promoters carry LED screens to showcase brand visuals while interacting with passersby.

Inspired by what he saw in Dubai, Newaz Akbar Hossain, founder of Smart Screen Digital, decided to bring the concept to Dhaka.

"In Dubai, I noticed that most of those working as human billboards were Indians or Bangladeshis," he recalls. "I thought – why not start this in Bangladesh? If we can do it here first, it could transform our ad industry."

After a year of research and development, Newaz and his team launched the service earlier this year. "In Korea or Japan, this is common. We wanted to make it accessible here – affordable but impactful," he says.

Smart Screen Digital's office is located on Nabisco Road in Tejgaon, and they maintain an active Facebook page for direct inquiries.

"We receive a good number of orders every month. Everyone wants to showcase their products in a new and unique way, directly in front of people. That is exactly what we are doing – in the most attractive way," says Aishika Joya, who heads Smart Screen Digital's sales and marketing.

The cost of going digital

Smart Screen Digital offers two ad packages – shared and dedicated. Shared screens play multiple brand ads in rotation, while dedicated screens feature just one brand exclusively.

"One screen for a week costs about Tk30,000," Newaz says. "The more screens or days you book, the lower the per-screen rate. It's far cheaper than traditional billboards – and at least three times more visible."

Unlike static billboards that stand in one place, human billboards move – through traffic lights, bus stands, malls, and stations – catching thousands of eyes in a single evening.

How to advertise

Businesses can book Smart Screen Digital services either online or through their field teams stationed across the city. Clients simply need to submit a video, reel, or image to be displayed on the screens.

"We can promote anything – products, movies, apps, or campaigns," says Aishika. "We even run our own brand ads when we're not booked."

From movie trailers and tech products to local startups, the demand for Dhaka's walking billboards is on the rise. In a city crowded with billboards and banners, these glowing mobile ads have found a way to stand out.

How the team moves

Every afternoon around 4pm, teams of 15 set out for their designated spots. From Gulshan and Banani to Dhanmondi 27 and Rabindra Sarobar, they walk, stop, and engage with the crowd till 9pm.

"We offer full customisation," says Aishika. "Clients can choose the location, time, duration – even how many people they want on the team and what they wear."

Every team includes a leader who coordinates the group and communicates with the audience. "They don't just show ads," Aishika adds. "They talk to people, explain products, and build real engagement. It's like live, walking word-of-mouth marketing."

For its Human Billboard service, Smart Screen Digital has around 30 digital backpacks, each powered by a long-lasting battery and built with custom-designed circuits – no imports involved. "We designed and assembled everything ourselves," says Sanaullah Shawon, one of the company's engineers. "If a device malfunctions, we can fix it in-house."

Curiosity and engagement on the streets

Mohammad Billal Hossain, a team leader, says public curiosity is half the fun. "When we stop at a signal, everyone looks at the screens. People come up, ask what we're doing, and take photos. It starts conversations," he says.

Billal works a full-time job during the day and joins the ad team in the evenings. "It's a great way to earn extra income – and it's fun," he adds. Most of the team members do the same, turning their after-hours into a creative part-time job.