Amaron has unveiled an immersive in-cinema campaign to promote its home power backup solutions by recreating a brief power outage inside movie theatres. Conceptualised by Omnicom Media’s Lodestar UM and executed by Rapport, the activation transforms a familiar consumer experience into a memorable brand interaction.
Built on the insight that people often think about power backup only when electricity goes out, the campaign introduces a five-second blackout just moments before a movie begins. As audiences react with the instinctive question, “Light gayi kya?”, the screen lights up with Amaron’s message highlighting its “Uninterrupted Living with Amaron Home Solutions” proposition.
The activation has been rolled out across 48+ cinema screens in Delhi, Gurugram, Bengaluru and Hyderabad, strategically timed alongside the release of a major film to maximise audience reach and engagement.
Commenting on the campaign, Anshika Dhawan, Head of Marketing at Amara Raja Energy & Mobility, said consumers may not think about power backup every day, but they remember its importance during an outage. She added that the campaign was designed to move beyond conventional advertising by allowing audiences to experience the brand’s promise of uninterrupted living in a relatable and impactful way.
Aditi Mishra, CEO of Lodestar UM, said effective media creates lasting impact when it becomes part of the consumer experience rather than simply delivering a message. She noted that the campaign reimagines a familiar cinema moment to create a surprising and immersive brand interaction.
With this experiential activation, Amaron demonstrates how real-world consumer insights can be transformed into engaging marketing experiences that reinforce brand relevance while creating stronger recall among audiences.
