Posterscope India and iProspect India for Warner Bros. Discovery have brought The Mummy to life with the new campaign in Mumbai and Chennai through a mix of outdoor innovation and digital storytelling.
The campaign blended physical installations with digital amplification to build intrigue ahead of the film’s release. In Mumbai, a striking activation featured a ‘mummy’ figure being transported through the city, followed by thematic billboard placements. In Chennai, teaser-led outdoor creatives gradually revealed the film’s identity, sustaining audience curiosity over time.
While Posterscope led the out-of-home (OOH) strategy and execution, iProspect amplified the campaign through digital and social channels, ensuring extended reach and engagement.
Commenting on the campaign, Vinod Thadani, CGO, dentsu India & CEO, iProspect India said, “True impact lies at the intersection of creativity and intent. With The Mummy, the teams delivered a campaign that not only captured attention but built sustained intrigue, demonstrating how strategic storytelling could drive both engagement and cultural relevance.”
Imtiyaz Vilatra, CEO, Posterscope India added, “We didn’t want to advertise The Mummy. We wanted it to surface in the city like a disturbance. The idea was to make people feel like something had been unearthed, not just in the film, but around them. When OOH stops behaving like media and starts behaving like experience, that’s when it becomes impossible to ignore.”
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