Gurugram: Surya Roshni has expanded its ongoing “India Bole Surya Ko YA” campaign through a strategic partnership with VDO.AI, leveraging a cross-screen approach spanning Connected TV (CTV), Online Video (OLV), and rich media display formats.
As media consumption increasingly shifts towards digital and on-demand platforms, the campaign was designed to ensure consistent brand visibility across multiple touchpoints. Moving beyond traditional reach metrics, the initiative focused on building continuity and engagement across screens, reflecting evolving consumer behaviour.
CTV served as the foundation of the campaign, deploying immersive formats such as Animated Wrapper, Carousel Gallery, and interactive ‘Scan to Shop Now’ QR codes to drive engagement. This was complemented by shoppable OLV formats, enabling seamless transitions from content consumption to product exploration on personal devices. Rich media display formats, including 3D Wobble and 3D Cube, further enhanced engagement by introducing dynamic visual elements aimed at driving user interaction.
Powered by VDO.AI’s audience intelligence capabilities, the campaign delivered over 12 million impressions, with key performance metrics surpassing industry benchmarks. CTV recorded a completion rate of 95.28% against an 85% benchmark, while OLV achieved a 57.38% completion rate and a 0.25% click-through rate (CTR), both exceeding benchmarks. Rich media display formats reported a 0.34% CTR, outperforming the 0.2% industry standard.
Commenting on the campaign, Vasumitra Pandey, CEO-Lighting and Consumer Durables, Surya Roshni, said, “India Bole Surya Ko Ya!’ campaign, was built on a simple idea: use programmatic not just for reach, but for relevance. With VDO.AI, we were able to translate that into a campaign that responded to audiences in a far more contextual and dynamic way. What stood out for us was not just the scale, but the quality of engagement the campaign delivered. It’s encouraging to see this work being recognised and it underscores our belief that the right partnerships can truly elevate how brands show up in similar campaigns.”
Arjit Sachdeva, Co-founder, VDO.AI, added, “We’re moving away from campaigns built in silos to systems that are designed for how consumers actually behave today. The focus for the Surya Roshni campaign was on creating continuity across screens, where each interaction adds value and builds intent. When you align storytelling with technology in this way, you move from delivering impressions to driving meaningful engagement. The Surya Roshni team brought a sharp understanding of their category dynamics, which allowed us to build a cross-screen strategy anchored in a clear results-oriented approach.”
The campaign underscores how an integrated, omnichannel strategy can convert fragmented consumer attention into sustained engagement and measurable outcomes, reinforcing Surya Roshni’s push towards data-driven, cross-platform marketing.
