This is the moment a major fire struck a billboard on the side of an eight-storey office block in China's Nanjing.

In the video, filmed on September 10, flames and smoke can be seen engulfing the entire LED billboard, which stands at more than 10 metres high, sending thick smoke into the sky.

According to local reports, 32 firefighters and six fire engines were dispatched to the scene but no casualties were reported.

The cause of the fire is being investigated.