Posterscope India and iProspect India have transformed cityscapes into suspense zones with a striking outdoor campaign for The Mummy, backed by Warner Bros. Discovery.
Executed across Mumbai and Chennai between April 10 and 17, the campaign ditched conventional promotion for something far more immersive. In Mumbai, passersby witnessed an eerie spectacle-a ‘mummy’ figure being transported through the city-blurring the line between fiction and reality. This was followed by strategically placed billboards that extended the film’s mysterious aura.
Meanwhile, Chennai took a slower, more suspenseful route. Teaser-style outdoor creatives appeared across the city, revealing fragments of the film over time, building curiosity layer by layer-almost like uncovering an ancient secret.
While Posterscope India led the on-ground OOH execution, iProspect India amplified the intrigue through digital and social channels, ensuring the buzz moved seamlessly from streets to screens.
The idea wasn’t just to promote a film-it was to make it felt. By turning everyday spaces into moments of discovery and disruption, the campaign tapped into curiosity as its strongest hook.
The result? A rollout that didn’t just ask for attention-it quietly crept up and claimed it, much like the legend it brings to life.
