Mumbai: WPP Media has redefined experiential storytelling in cinema with a one-of-a-kind innovation for Indriya by Aditya Birla Jewellery, introducing its latest diamond collection, Aasmaniyat, in spectacular fashion. Executed by WPP Media’s OOH Solutions and Mindshare teams, the campaign turns cinema ceilings into a shimmering canvas, immersing moviegoers in the celestial beauty of the new diamond range.
As part of a larger multi-platform media push across cinema, OOH, print, and TV, the activation premiered during high-footfall screenings of Sitare Zameen Pe across Mumbai, Delhi, and Hyderabad. The ceiling of the auditorium came alive with dazzling diamond visuals in sync with Indriya’s ad film, offering a closer, awe-inspiring look at the Aasmaniyat collection. Contextually tied to the film’s theme, the activation elevated audience engagement by creating a surreal, stargazing-like brand moment inside the cinema hall.
Amin Lakhani, President, Client Solutions, WPP Media South Asia, 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.”
Ajay Mehta, Head of Media Solutions, WPP Media, added, “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.”
Shantiswarup Panda, CMO, Indriya, shared, “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.”
The activation has been met with wide acclaim, setting a new benchmark in luxury brand storytelling. As Aasmaniyat continues to shine until early August, WPP Media and Indriya are not only lighting up cinema ceilings—they are elevating what’s possible for brand experiences across categories.
