MUMBAI: Who said the sky’s the limit? WPP Media has gone above and beyond, quite literally, with a category-busting cinema ceiling activation to launch Indriya’s new diamond collection, Aasmaniyat, for Aditya Birla Jewellery.
In a dazzling first, theatre-goers in Mumbai, Delhi, and Hyderabad were treated to an overhead spectacle as cinema ceilings shimmered with celestial visuals synced to Indriya’s brand film. The campaign, timed during high-traffic screenings of Sitare Zameen Pe, was conceptualised and executed by WPP Media’s OOH Solutions and Mindshare teams, transforming auditoriums into immersive jewel boxes.
By cleverly aligning the star-studded theme of the film with its own constellation-inspired collection, Indriya delivered an unforgettable “look up and wow” moment, a bold departure from standard screen-only storytelling.
Part of a 360-degree media blitz that spans cinema, OOH, TV, and print, the campaign is set to run until early August, aiming to drive top-of-mind recall and emotional resonance for the brand.
WPP Media South Asia, client solutions, Amin Lakhani 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 WPP Media head of media solutions, Ajay Mehta.
Indriya CMO Shantiswarup Panda 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.”
With Aasmaniyat, Indriya isn’t just launching jewellery, it’s elevating the very stage on which it sparkles. And thanks to WPP Media’s innovation, the sky is not the limit, it’s the canvas.
