JLR’s new Defender takes over Indian OOH

Jaguar Land Rover India, in collaboration with Laqshya Media Group, has rolled out a high-impact out-of-home (OOH) campaign to mark the launch of the new Defender — a vehicle that doesn’t just promise adventure but commands attention. Titled the ‘Defender – Portal Campaign’, this outdoor blitz has made a bold visual statement across premium sites in key cities across India.

The campaign was structured in two phases. Phase 1 featured a breathtaking snow terrain visual — the Defender cutting across the icy wilderness with a cold, confident power. Phase 2 brought in a complete contrast: the same portal opens to a desert, where the vehicle blazes through golden dunes, underscoring its grit, design, and unstoppable nature.

Executed across high-traffic zones, including malls, highways, and key airport roads, each site was carefully chosen to target luxury-seeking, aspirational audiences. From upscale shopping districts to landmark junctions, the creative placements made sure the Defender couldn’t be missed.

What truly elevated the campaign was its layered visual storytelling. The creatives didn’t just show the Defender — they built a world around it. In one execution, the SUV is seen charging out of a concrete portal into a frozen, snow-covered mountain range — bold, cinematic, and alive with momentum. Another shows it storming through golden desert dunes, leaving a trail of grit and attitude. Adding a human element, one striking visual pairs a close-up of a face behind rugged driving goggles with the vehicle’s headlamp — a clever visual merge that captures both the spirit of the driver and the machine. Together, these creatives reflect the Defender’s unmatched ability to move through extremes — and connect with people who seek to do the same.

“With the new Defender, we didn’t just want to create another OOH campaign—we wanted to engineer a spectacle that mirrors the vehicle’s unstoppable spirit. From snow-clad peaks to sun-baked sands, we designed every touchpoint to make people feel the thrill of adventure and the power of possibility. This campaign isn’t just about seeing the Defender; it’s about experiencing what it means to be truly unmissable,” ,” said Yuvrraj Agarwaal, Chief Strategy Officer, Laqshya Media Group.

With strong creative execution, precise location strategy, and storytelling that transcends terrain, the campaign has positioned the new Defender not just as a car but as a force. From snow to sand, from billboard to memory – this is visibility with power.