Mumbai: Amaron has launched an immersive in-theatre activation, ‘Uninterrupted Living with Amaron Home Solutions’, in partnership with Omnicom Media’s Lodestar UM, bringing contextual brand storytelling to cinema audiences through an innovative experiential campaign.
Conceptualised by Lodestar UM and executed in collaboration with Omnicom Media’s Out-of-Home (OOH) agency, Rapport, the campaign is built around a simple consumer insight—that people usually think about power backup only when they experience a power outage.
Designed to recreate that moment inside cinema halls, the activation sees auditoriums unexpectedly plunge into darkness for five seconds moments before a movie begins, prompting the familiar audience reaction of, “Light gayi kya?” As anticipation builds through recognisable superhero-inspired audio cues, the interruption gives way to Amaron’s brand message, reinforcing its promise of dependable power backup through ‘Uninterrupted Living with Amaron Home Solutions’.
The campaign has been rolled out across more than 48 cinema screens in Delhi, Gurugram, Bengaluru and Hyderabad, strategically timed with the release of one of the year’s biggest blockbuster films to maximise audience reach and engagement.
Unlike conventional cinema advertising, the activation leverages behavioural insight and contextual relevance, transforming a functional product category into an immersive brand experience that directly connects consumers with Amaron’s promise of uninterrupted power.
Commenting on the campaign, Anshika Dhawan, Head of Marketing, Amara Raja Energy & Mobility Limited, said, “Consumers don’t buy power backup every day, but they remember the moment they need it. For us, the opportunity wasn’t to create another advertising campaign, but to make our promise of Uninterrupted Living tangible in a way that people would experience firsthand. This intervention reflects our belief that the strongest brands are built not just through visibility, but through relevance.”
to this, Aditi Mishra, CEO of Lodestar UM, said, “Media delivers its greatest impact when it surprises, immerses and earns its place within the consumer experience. By reimagining a familiar cinema ritual through the lens of behavioural insight, we created a brand experience that audiences didn’t simply watch; they experienced it.”
