Mumbai: Fixderma has rolled out a strategic cinema advertising campaign for its Shadow Sunscreen range, aligning with the release of Dhurandhar 2 to maximise audience engagement and brand recall.
The dermatology-backed skincare brand is screening its video advertisement across more than 225 screens in PVR INOX theatres, covering key metro markets including Delhi NCR, Mumbai, and Kolkata. The move comes as brands increasingly tap into high-footfall entertainment moments to drive visibility.
With cinema audiences seeing fluctuations during non-peak periods, Fixderma’s campaign reflects a broader industry shift towards event-led advertising, where blockbuster releases are used as high-attention touchpoints. By leveraging the popularity of Dhurandhar 2, the brand aims to engage a captive audience in an immersive viewing environment.
Commenting on the initiative, Shaily Mehrotra, Co-Founder of Fixderma, said,“While routine footfalls may have declined, blockbuster films such as Dhurandhar 2 bring back the magic of collective viewing, offering brands a powerful opportunity to connect with audiences in an immersive environment. With our Fixderma shadow Sunscreen film running alongside Dhurandhar 2, we are leveraging this heightened attention to build stronger recall and meaningful engagement. Today, it’s not about being present everywhere, but about being present at the right moments.”
The campaign underscores how cinema advertising is evolving from a continuous medium into a strategic channel centred around cultural moments and high-impact releases. By concentrating spends around blockbuster films, brands are aiming to optimise engagement, recall, and return on investment.
Fixderma’s latest initiative highlights the growing relevance of cinema as a focused, high-impact advertising platform, particularly when aligned with large-scale entertainment events that draw significant audience attention.
