Fixderma, one of the top dermatology-backed skincare brands in India, has strategically timed the opening of the highly anticipated blockbuster Dhurandar 2 to run its Shadow Sunscreen video advertisement across more than 225 screens in PVR INOX theaters, reinforcing the changing dynamics of cinema advertising. This will be telecasted across key metro markets including Delhi NCR, Mumbai, and Kolkata, tapping into the surge of theatre audiences driven by high-impact film releases.
At a time when conversations around declining cinema footfalls during non-peak days continue, Fixderma’s latest marketing initiative highlights how brands are increasingly leveraging blockbuster releases as high-attention marketing moments. By aligning with Dhurandar 2, the brand aims to capture an engaged, captive audience, ensuring maximum visibility and recall for its Shadow Sunscreen range.
Cinema, once considered a fading medium during regular weekdays, is witnessing a renewed interest from brands but with a sharper, more strategic lens. Instead of continuous spends, brands are now strategically concentrating their budgets around big-ticket releases that guarantee footfall, engagement, and cultural relevance.
Commenting on this shift, Shaily Mehrotra, Co Founder of Fixderma, said,
“While routine footfalls may have declined, blockbuster films such as Dhurandar 2 bring back the magic of collective viewing, offering brands a powerful opportunity to connect with audiences in an immersive environment. With our Fixderma shadow Sunscreen film running alongside Dhurandar 2, we are leveraging this heightened attention to build stronger recall and meaningful engagement. Today, it’s not about being present everywhere, but about being present at the right moments.”
The move definitely reflects a broader shift in marketing strategies, where brands are prioritizing impact over frequency. With rising digital clutter, cinema offers an uncluttered, high-impact platform especially during major releases allowing brands to stand out and create a lasting impression.
As the entertainment landscape continues to evolve, Fixderma’s latest marketing initiative underlines how cinema advertising is being redefined not as a constant medium, but as a strategic touchpoint anchored around cultural and blockbuster moments.
