Automotive battery brand Amaron has unveiled 'Uninterrupted Living with Amaron Home Solutions', an in-theatre activation conceptualised by Omnicom Media's Lodestar UM and executed in collaboration with the agency network's Out-of-Home (OOH) agency, Rapport.
Rooted in the insight that people think about power backup only when they experience a power outage, the campaign recreates that familiar moment inside the cinema auditorium with audiences.
Moments before the film begins, the auditorium unexpectedly plunges into darkness for five seconds, eliciting the familiar reaction, “Light gayi kya?” As anticipation builds through recognisable superhero-inspired audio cues, the unexpected Amaron intervention reveals itself.
The campaign has been rolled out across more than 48 cinema screens in Delhi, Gurugram, Bengaluru and Hyderabad.
Commenting on the campaign, Anshika Dhawan, Head of Marketing, Amara Raja Energy & Mobility Limited said, "Consumers don't buy power backup every day, but they remember the moment they need it. For us, the opportunity wasn't to create another advertising campaign, but to make our promise of Uninterrupted Living tangible in a way that people would experience first-hand. This intervention reflects our belief that the strongest brands are built not just through visibility, but through relevance."
Aditi Mishra, CEO of Lodestar UM added, "Media delivers its greatest impact when it surprises, immerses and earns its place within the consumer experience. By reimagining a familiar cinema ritual through the lens of behavioural insight, we created a brand experience that audiences didn't simply watch; they experienced it."
