Q] The ‘Aasmaniyat’ campaign is quite an unconventional way to promote a jewellery brand. What was the inspiration behind the collection and how did it translate into a cinematic experience?
Shantiswarup: The inspiration itself isn’t unusual; humans have always been mesmerised by the night sky. For centuries, people have looked at the stars and celestial movements - exploring them from the lens of astrology and astronomy, and felt a strong connection with the universe above us. When our design team was conceptualising this product line, they decided to incorporate not just diamonds but also subtle accents of coloured stones - pink, red, and green, that resemble the vibrancy of a galaxy or nebula unfolding. We found that metaphor very powerful, as women’s eternal love for jewellery also feels boundless. That parallel between the infinity of the cosmos and endless love for jewellery became the heart of this collection.
The name Aasmaniyat came to us in the very beginning and resonated so strongly that we never even asked our agency to suggest alternatives. Though the collection has been ready for a while, we unveiled it now as the timing felt right. We’ve been eager to bring it into the market.
Ajay: To me, that idea of ‘endless love’ is also something I connect with personally, through conversations at home. From a brand point of view, the brief was clear, we wanted to break the clutter. Cinemas are perfect for that, because the audience there is typically affluent, lifestyle-driven, and open to new experiences. We thought, why restrict ourselves to just the screen in front? Why not use the entire theatre environment, particularly the ceiling, which naturally connects to the concept of the sky? That became the driving force: creating a surprise moment where people look up and are immersed in something memorable.
Q] What were the logistical and technological challenges in executing this idea?
Ajay: The toughest part was taking the idea from concept to feasibility, working with theatre owners, checking projection systems, and so on. Two main issues stood out. First, each cinema ceiling is different; some have vents or lights that interfere with projection, so we had to carefully select suitable venues. Second, synchronisation was critical. It wasn’t automated; the ceiling projection had to match the on-screen visuals to the exact second, otherwise the impact would be lost. But honestly, ideas like this only happen when a client is open to experimenting and willing to trust their partners. Credit goes to the Aasmaniyat team and Indriya for backing this bold innovation and letting it take shape.
Shantiswarup: It was contextually perfect, creating a night sky inside a theatre where people are already in a state of awe. And the real brilliance was in syncing the exact jewellery piece shown on the big screen with its celestial projection above. That’s what elevated the experience, making it unforgettable and ensuring audiences not only remembered but also spoke about the brand with more warmth than a typical ad would deliver.
Q] What kind of response have you seen so far for this campaign?
Shantiswarup: The reaction has been very positive. Our teams witnessed audience reactions firsthand, and people genuinely loved it. We’re now exploring whether this can be expanded to more cities, though it’s not simple; the projectors are expensive and the logistics complex. But we’re keen to scale it further. This is actually our fourth such innovative activation with WPP in just one year of the brand’s journey. We actively look for ideas that aren’t gimmicky but create a meaningful impact, and this one really delivered.
Q] Jewellery marketing usually leans on glamour or heritage. With this space-themed storytelling, how are you aiming to reposition the brand in consumers’ minds?
Shantiswarup: To clarify, we’re not repositioning; we’re still in the process of establishing our positioning, as the brand is just a year old. Glamour and emotional connection remain central, but here we’re highlighting that emotive bond more deeply. If you see the film, it shows a woman enjoying her jewellery, and around her the environment transforms into a celestial spectacle. That’s how we brought the metaphor alive. We even drew inspiration from the aurora borealis, rarely used in jewellery communication despite its stunning interplay of lights. So, while the glamour is intact, the metaphor of the sky allows us to extend the brand across experiences, films, activations, and more. It’s about cementing our place as a modern, credible diamond jewellery brand with exquisite craftsmanship.
Q] With this campaign, cinema has gone from being a medium to becoming the message. Do you see this becoming a scalable format for other brands?
Ajay: Cinema is unique because the audience is fully present and engaged. That creates room, not just for showing ads but for immersive experiences and even instant feedback. And with theatres bouncing back post-Covid, occupancy is at a record high across Hindi, regional, and English films. So scalability isn’t a question of ‘if’ but of willingness; brands just need to commit resources and imagination. The format itself is absolutely scalable.
Q] Where do you see the next big frontier for OOH and experiential media in India, given how traditional formats are being reimagined?
Ajay: Out-of-home is quickly evolving into digital OOH. And by that I don’t just mean screens replacing billboards, but also the integration of data, measurability, and technology to deliver smarter, more engaging communication. This evolution is happening on both the supply side (infrastructure like airports, metros, malls) and the demand side (marketers seeking accountability). OOH is currently the fastest-growing traditional medium, and I expect that pace to accelerate. With measurability, programmatic buying, and new infrastructure, the medium is set to enable more clutter-breaking innovations like this one.
Q] What upcoming trends do you see shaping the second half of the year?
Shantiswarup: In jewellery, some broader shifts are very clear. One is the rising pride in cultural identity. Younger generations now actively embrace regional traditions and rituals during weddings or celebrations, which benefits businesses like ours that emphasise localisation. Second is versatility; consumers want jewellery that adapts, like detachable designs that work for both traditional and modern looks. Lightweighting is another trend: Designs that look grand but use less metal, making them more affordable. Demand for gold has revived recently, and coloured stones are also gaining traction. These are trends we see strengthening.
Ajay: For OOH, the biggest trend is accountability. Clients now demand measurability and clear ROI. The old saying ‘half of my ad spend is wasted, I just don’t know which half’ doesn’t work anymore. Marketers want to know exactly what every rupee is delivering. That push for data-backed effectiveness is a structural shift, not just a quarterly trend, and the mediums that can prove it will thrive.
