WPP Media has unveiled a cinema innovation for Indriya by Aditya Birla Jewellery to launch its new diamond collection – Aasmaniyat. The campaign, executed by Indriya’s dedicated WPP Media OOH Solutions and Mindshare teams, transformed auditorium overheads into immersive storytelling surfaces, capturing the celestial allure of the Aasmaniyat range. Thus, extending the product experience beyond the screen and into the very architecture of cinema halls.
As part of a multi-platform campaign, Aasmaniyat brought the sparkle of diamonds to life through a cinema-first innovation conceptualised by Indriya’s dedicated WPP Media OOH Solutions and Mindshare teams. During high footfall screenings of Sitare Zameen Pe in Mumbai, Delhi, and Hyderabad, audiences were immersed in a breathtaking overhead display of shimmering diamond visuals perfectly timed with the Indriya Jewels ad. By contextually aligning with the film’s theme, the activation transformed the cinema ceiling into a canvas, offering a closer look at the exquisite pieces of jewellery and delivering a powerful, resonant brand moment, stated a press release.
This activation is embedded within a broader media strategy spanning cinema, OOH, print, and television aimed at creating top-of-mind recall and brand resonance for Indriya. By contextually aligning with the film’s title and theme, WPP Media’s clutter-breaking innovation delivers an emotional, high-impact brand moment.
Amin Lakhani, President, Client Solutions, WPP Media South Asia, said, “This campaign shows how media can evolve when creativity, insight, and technology unite. We are constantly pushing the boundaries of what’s possible in brand storytelling not just reaching audiences but moving them. The ‘Aasmaniyat’ activation for Indriya reflects our focus on innovation that is bold, memorable, and drives results. It’s about creating moments that matter, where media becomes a stage for emotion and impact.”
“As media consumption patterns evolve, the role of OOH has expanded from visibility to immersive storytelling. This campaign is a defining example of how we can reimagine traditional spaces like cinema halls into high impact brand experiences. Our focus is on innovation that captures attention, creates emotional resonance, and drives measurable value. The cinema activation is not just a media first, it’s a category-defining moment that showcases what’s possible when creativity meets contextual intelligence.” said Ajay Mehta, Head of Media Solutions, WPP Media.
Shantiswarup Panda, CMO, Indriya added, “For the first time in the industry, a brand has leveraged the immersive power of cinema to connect with a broader audience in a truly innovative way. Inspired by the vast, mysterious beauty of the cosmos, Aasmaniyat captures celestial elegance through exquisitely crafted diamond pieces that sparkle like constellations in the night sky. And what better stage for this brilliance than a darkened cinema hall, where Indriya’s diamonds shimmer and illuminate the ceiling with every frame.”
The campaign is live until early August
.jpg)
