Mumbai: posterscope & iProspect India partnered with Warner Bros. Discovery for the launch of Lee Cronin’s The Mummy, creating an immersive, city-wide experience that blurred the line between fiction and reality.
Executed across Mumbai and Chennai, the campaign was designed to make people pause, look closer, and question what was real. Posterscope, the OOH agency from dentsu India, led the conceptualisation and execution, while iProspect, dentsu India’s digital marketing agency, played a pivotal role in amplifying the narrative across digital and social platforms, ensuring the intrigue extended far beyond the streets.
In Mumbai, commuters encountered an unusual sight in broad daylight – a ‘mummy’ being transported through the city, as if freshly unearthed. With no explanation, it sparked instant curiosity. This was followed by a billboard reveal, showing the same figure sealed inside a sarcophagus and surrounded by scorpions, turning a static format into something that felt discovered rather than created.
In Chennai, the campaign unfolded more gradually. A cryptic billboard wrapped in bandages asked one question – What happened to Katie? Over few hours, the bandages were peeled away, revealing the mummy’s face and the film’s identity, building intrigue step by step.
Rolled over 8 to 10 days, from 10-17 April 2026, the campaign unfolded like a narrative embedded within the city. Each placement was deliberate, each reveal precisely timed, creating an experience that did not behave like media, but like a story breaking into real life.
Vinod Thadani, CGO, dentsu India & CEO, iProspect India said, “True impact lies at the intersection of creativity and intent. With Lee Cronin’s The Mummy, the teams delivered a campaign that not only captured attention but built sustained intrigue, demonstrating how strategic storytelling could drive both engagement and cultural relevance.”
Imtiyaz Vilatra, CEO, Posterscope India added, “We didn’t want to advertise The Mummy. We wanted it to surface in the city like a disturbance. The idea was to make people feel like something had been unearthed, not just in the film, but around them. When OOH stops behaving like media and starts behaving like experience, that’s when it becomes impossible to ignore.”
