The campaign debuted during screenings of Sitare Zameen Pe across select cinemas in Mumbai, Delhi and Hyderabad, engaging audiences with synchronised visuals that extended beyond the screen.

Conceptualised by WPP Media’s OOH Solutions and Mindshare teams, the installation used overhead display projections aligned with the film’s themes, creating a celestial atmosphere that mirrored the brand’s inspiration—the vast mystery and elegance of the cosmos.

“This campaign shows how media can evolve when creativity, insight, and technology unite. The ‘Aasmaniyat’ activation is bold, memorable, and designed to move audiences,” said Amin Lakhani, President, Client Solutions, WPP Media South Asia. “We’re not just reaching people—we’re creating moments that matter.”

Ajay Mehta, Head of Media Solutions at WPP Media, added, “As OOH evolves from pure visibility to immersive storytelling, cinema becomes a high-impact platform. This activation redefines what’s possible when creativity meets contextual intelligence.”

The broader campaign strategy spans cinema, OOH, print, and television, aiming to enhance recall through emotionally resonant, context-rich media touchpoints. The campaign will continue through early August.

Shantiswarup Panda, CMO of Indriya, said, “Aasmaniyat captures the cosmic brilliance of diamonds, and what better canvas than a darkened cinema hall to make them shimmer with every frame? This is a landmark moment—not just for Indriya, but for how jewellery can be experienced in a cinematic setting.”