To mark its 25th anniversary, ICICI Lombard took an immersive route, transforming a regular movie screening into an experiential brand moment at PVR Inox, R City Mall, Mumbai.
The activation was rolled out during screenings of Dhurandhar 2 on March 28 and 29, where audiences witnessed the insurer’s anniversary campaign move beyond the traditional cinema screen. At the center of the experience was the brand’s origami bird symbol – a recurring visual element representing protection, resilience, and confidence.
Using ceiling projection technology, the campaign extended visuals from the main screen onto the theatre ceiling, creating the illusion of the origami bird soaring overhead. The immersive setup was designed to make viewers feel part of the story rather than just passive spectators.
The initiative reflects a growing trend of brands experimenting with cinema as an experiential medium, moving beyond standard ad placements to create deeper engagement and stronger recall. Instead of relying solely on storytelling through film, ICICI Lombard translated its brand message into a physical environment, enhancing emotional impact.
According to the brand, the origami bird serves as more than just a campaign device – it symbolises the freedom and assurance the company aims to provide its customers.
The activation forms part of ICICI Lombard’s broader 25-year communication strategy, celebrating its legacy while embracing newer, immersive formats to connect with audiences.
With this campaign, the insurer demonstrates how experiential storytelling can elevate traditional advertising into a more memorable and emotionally resonant brand experience.
