Devara movie’s bold campaign sails through mumbai waters and beyond

In an extraordinary move to promote the upcoming movie Devara, Khushi Advertising executed a groundbreaking campaign that captured attention across India. The centrepiece of this campaign was a one-of-a-kind activation set afloat on the Mumbai seas during the Ganpati celebrations. A massive cut-out of the film was placed on a boat that sailed across Chowpatty, drawing the eyes of thousands gathered for the festival. Another cutout was strategically positioned at a popular Ganpati pandal, seamlessly integrating the film’s branding with the festive fervour of the city. This innovative spectacle marked the start of Devara‘s promotional journey. 

Beyond this striking activation, the campaign extended to cover 34 cities, including major HSM markets. Khushi Advertising employed a dynamic multimedia strategy, blending both traditional and digital platforms to ensure maximum visibility. In over 36 malls spread across 26 cities, impactful digital out-of-home (DOOH) screens displayed captivating visuals from the movie, catching the attention of shoppers in busy areas like cafeterias and central walkways. These visuals were supported by eye-catching outdoor posters displayed on and around mall buildings. 

The reach of the campaign didn’t stop there. Khushi Advertising executed 67 outdoor branding installations across 20 cities, ensuring the film’s presence in high-traffic areas, as well as 87 ambient DOOH displays in 11 cities. The strategic placement of these assets allowed Devara to stay top-of-mind for the public in both urban and semi-urban locations, building excitement as the release date approached. 

The campaign was further reinforced through partnerships with media owners, which enabled Khushi Advertising to secure competitive rates and premium placements. This collaboration ensured a seamless execution of the campaign, leveraging their extensive experience in OOH, mall, airport, cinema, and café branding.