Cinematic innovation dazzles audiences with overhead diamond visuals, marking a category-first activation for Aditya Birla Jewellery
Mumbai, July 14, 2025: WPP Media has launched a pioneering cinema innovation to unveil Indriya’s latest diamond collection, Aasmaniyat, under Aditya Birla Jewellery. In a category-defining move, the campaign reimagines cinema ceilings as immersive storytelling canvases—bringing the sparkle of the cosmos to life during screenings of Sitare Zameen Pe in Mumbai, Delhi, and Hyderabad.
Conceptualised and executed by Indriya’s dedicated teams from WPP Media OOH Solutions and Mindshare, the activation delivered a mesmerising experience where overhead visuals of shimmering diamonds were timed precisely with the on-screen Indriya ad. By transforming the very architecture of cinema halls, the brand brought the essence of Aasmaniyat—celestial-inspired elegance—to the forefront of audience engagement.
This campaign forms part of a broader multimedia strategy encompassing cinema, out-of-home (OOH), print, and television, designed to create high-impact visibility and emotional brand resonance.
Amin Lakhani, President, Client Solutions, WPP Media South Asia, commented, “The Aasmaniyat activation reflects how innovation, creativity, and technology can transform media into unforgettable experiences. We are creating brand moments that move people, not just reach them.”
Ajay Mehta, Head of Media Solutions, WPP Media, added, “This cinema-first execution marks a shift in how we view traditional media spaces. It’s a powerful example of immersive storytelling that delivers not only attention but emotional impact.”
Shantiswarup Panda, CMO of Indriya, remarked, “Inspired by the infinite beauty of the cosmos, Aasmaniyat is a tribute to celestial brilliance. What better stage for our diamonds than the dark canvas of a cinema hall, where they literally light up the ceiling and spark imagination.”
Running until early August, the campaign is already gaining traction, setting new standards for how brands connect with audiences through creative media innovation.