Amaron Simulates Power Cut in Cinemas for Home Solutions Campaign
Amaron has launched an in-theatre campaign simulating a power cut to promote its Home Solutions range across cinemas in four cities.
SociapaHQ
Amaron has rolled out a new cinema activation for its Home Solutions range, recreating the experience of a power outage within movie theatres to demonstrate the importance of reliable power backup.
The campaign, called ‘Uninterrupted Living with Amaron Home Solutions’, is conceptualised by Omnicom Media’s Lodestar UM and executed in partnership with the network’s out-of-home agency Rapport.
The activation is based on the insight that consumers think about power backup only when they experience a power outage.
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Cinema Activation:
The cinemas that are part of the campaign turn off their lights for five seconds just before a film begins, and you hear the familiar cry, “Light gayi kya?” The Amaron brand reveal comes as viewers await the next with superhero-inspired audio cues, reaffirming its promise of uninterrupted power.
The campaign has been launched across more than 48 cinema screens in Delhi, Gurugram, Bengaluru and Hyderabad to maximise audience reach and engagement, coinciding with the release of one of the year’s biggest blockbuster films.
The company says the campaign aims to turn an everyday disruption into a memorable brand experience, putting its product promise in a context where consumers can experience it first-hand.
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Marketing Strategy:
Commenting on the campaign, Anshika Dhawan, Head of Marketing, Amara Raja Energy & Mobility Limited said, “The objective of this campaign was not to go the traditional advertising way but to bring the brand promise to life.
Consumers don’t buy power backup every day, but they remember the moment when they need it. “The opportunity for us wasn’t to build another advertising campaign, but to make our promise of Uninterrupted Living tangible in a way people could experience firsthand. “This intervention is a demonstration of our belief that the strongest brands are not just built through visibility, but through relevance,” she said.
Aditi Mishra, CEO of Lodestar UM, said the activation is an example of how contextual media may result in more powerful consumer engagement.
“Media works best when it’s unexpected, immersive and earns its place in the consumer experience. “We reimagined a familiar cinema ritual through the prism of behavioural insight to create a brand experience that audiences didn’t just watch, they experienced,” Mishra stated.
Through the activation, Amaron wants to strengthen consumer recall by associating its home power backup solutions with a real-life situation that strikes a chord with the audience.
