Mumbai, India, 4th August 2026: The most memorable brand experiences are often created by showing up at the exact moment consumers need them. Bringing this philosophy to life, Amaron has unveiled ‘Uninterrupted Living with Amaron Home Solutions’, a first-of-its-kind 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 a simple yet powerful consumer truth—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. Through Uninterrupted Living with Amaron Home Solutions, the brand transforms a familiar moment of disruption into a compelling reminder of the reassurance dependable power backup provides.
The campaign has been rolled out across more than 48 cinema screens in Delhi, Gurugram, Bengaluru and Hyderabad, strategically aligning with the release of one of the year’s biggest blockbuster films, to leverage peak audience footfalls and heightened engagement.
While cinema advertising has continually evolved through innovation and spectacle, this execution distinguishes itself through contextual relevance. Grounded in behavioural insight, it underscores how media thinking can transform a traditionally functional category into an experience that feels timely, intuitive and inherently connected to the brand’s promise – forging a stronger association between Amaron and uninterrupted power at the moment consumers need it most.
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 firsthand. This intervention reflects our belief that the strongest brands are built not just through visibility, but through relevance.”
Adding to this, Aditi Mishra, CEO of Lodestar UM, said, “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.
About UM:
The home of Full Colour Media, UM is a global media agency committed to empowering brands to their full potential of growth by leveraging the power of brand patterns. UM operates in over 100 countries, with more than 3,000 people serving a roster of global clients including American Express, General Mills, H&M, Johnson & Johnson, Levi Strauss & Co, Dyson, Enterprise Holdings, Upfield, Just Eat Takeaway.com and Mattel. For more information, please visit https://www.umww.com/.
