April 29, 2026, Gurugram: As television consumption in India continues to shift towards digital and on-demand ecosystems, brands are rethinking how to stay consistently visible across multiple digital touchpoints. Against this backdrop, Surya Roshni partnered with VDO.AI to scale its “India Bole Surya Ko YA” campaign, into a connected, cross-screen brand experience.
In a category where purchase intent is episodic, the challenge was to ensure continuity beyond visibility. As consumers move fluidly across screens, VDO.AI designed an omnichannel strategy connecting CTV, OLV and Display into a unified ecosystem.
CTV formed the foundation of the campaign, delivering high-impact visibility through immersive formats such as Animated Wrapper, Carousel Gallery and a ‘Scan to Shop Now’ QR code, that added a layer of interactivity, turning passive exposure into immediate engagement for Surya Roshni. This was extended through shoppable OLV formats, ensuring that users encountering the brand on personal devices could seamlessly move from content consumption to product exploration. Rich Media Display acted as the action layer, with formats such as 3D Wobble and 3D Cube introducing motion and depth to capture attention and drive clicks.
Powered by VDO.AI’s audience intelligence, the campaign delivered 12 M+ impressions, with all key performance metrics exceeding industry benchmarks. CTV achieved a 95.28% completion rate (vs. 85% benchmark), while OLV delivered a 57.38% completion rate (vs. 55%) and a 0.25% CTR (vs. 0.1%). Rich Media Display recorded a 0.34% CTR, outperforming the 0.2% benchmark, underscoring strong cross-screen engagement and action.
Vasumitra Pandey, CEO-Lighting and Consumer Durables, Surya Roshni, said, “India Bole Surya Ko Ya!’ campaign, was built on a simple idea: use programmatic not just for reach, but for relevance. With VDO.AI, we were able to translate that into a campaign that responded to audiences in a far more contextual and dynamic way. What stood out for us was not just the scale, but the quality of engagement the campaign delivered. It’s encouraging to see this work being recognised and it underscores our belief that the right partnerships can truly elevate how brands show up in similar campaigns.”
Arjit Sachdeva, Co-founder, VDO.AI, said, “We’re moving away from campaigns built in silos to systems that are designed for how consumers actually behave today. The focus for the Surya Roshni campaign was on creating continuity across screens, where each interaction adds value and builds intent. When you align storytelling with technology in this way, you move from delivering impressions to driving meaningful engagement. The Surya Roshni team brought a sharp understanding of their category dynamics, which allowed us to build a cross-screen strategy anchored in a clear results-oriented approach.”
This campaign demonstrated how a thoughtfully orchestrated omnichannel approach can transform fragmented consumer attention into sustained brand relevance and measurable outcomes for brands like Surya Roshni.
About VDO.AI:
VDO.AI is a global advertising technology company empowering brands and publishers to leverage the potential of video content across Web, Mobile and CTV. Utilising AI-driven targeting, data-led insights, and proprietary ad formats, VDO.AI offers a comprehensive programmatic ecosystem designed to deliver ads that perform at scale. Recognised for its technological innovation, VDO.AI won the CII AI Awards 2025 for ‘Best AI Solution Showcase’ for its proprietary technology stack. Trusted by 2,000+ publishers and 10,000+ brands, the platform serves over 20 billion video impressions monthly. The company’s campaigns and innovations have also received several industry honours, including the E4M Automotive Marketing Awards 2026 and Financial Express AICONIC Awards 2026 for the BMW campaign, Agency Reporter Front Benchers 2026 for Haldiram’s and three prestigious wins including the Financial Express MarTech Awards 2025, e4m Play Streaming Media Awards 2025 and the Connected TV Asia Awards 2025 for the Hyundai EV campaign. VDO.AI has also been recognised with Excellence in Technology & Innovation at Adgully Leaders 2.0, Most Innovative Company of the Year by Assocham and Best CTV/OTT Ad Campaign at E4M for its collaboration with Scaler.
About Surya Roshni Limited:
Founded in 1973, Surya Roshni Ltd. is a diversified Indian conglomerate with a strong presence across lighting solutions, consumer durables, wires & cables, fans, home appliances, PVC pipes, water pumps, water tanks, steel pipes and allied infrastructure products. The company has a strong footprint in consumer and professional lighting, offering efficient solutions for residential, commercial, industrial, and large infrastructure applications. Recognized for its integrated and backward-integrated manufacturing capabilities, robust R&D, and a strong nationwide distribution network, Surya operates five manufacturing facilities across India, Malanpur (MP), Kashipur (Uttarakhand), Bahadurgarh (Haryana), Hindupur (Andhra Pradesh), and Anjar (Gujarat). The Surya Technology & Innovation Centre (STIC) in NCR further strengthens product development through stringent quality, testing, and performance standards. With exports to over 50 countries, Surya has emerged over five decades as India’s largest ERW pipe exporter and a leading name in lighting and electrical solutions. The company remains committed to sustainable manufacturing, long- term partnerships, and creating enduring value for customers, communities, and stakeholders.
