Surya Roshni has expanded its “India Bole Surya Ko YA” campaign in partnership with VDO.AI, building a cross-screen strategy to strengthen digital visibility and engagement across evolving consumer touchpoints.
As viewing behaviour shifts towards on-demand and digital platforms, the campaign was designed to deliver continuity across Connected TV (CTV), Online Video (OLV), and Rich Media Display. The objective was not just visibility, but sustained engagement in a category where purchase intent is often intermittent.
CTV served as the primary driver, leveraging immersive formats such as animated wrappers, carousel galleries, and QR-enabled ‘Scan to Shop’ features to convert passive viewing into interaction. This was complemented by shoppable OLV formats, enabling seamless transitions from content consumption to product discovery on personal devices. Rich Media Display formats, including 3D creatives, added an action layer aimed at driving clicks and deeper engagement.
Backed by VDO.AI’s audience intelligence, the campaign delivered over 12 million impressions, outperforming industry benchmarks across key metrics. CTV achieved a completion rate of 95.28 per cent against an 85 per cent benchmark, while OLV recorded a 57.38 per cent completion rate and a 0.25 per cent click-through rate. Rich Media Display formats delivered a 0.34 per cent CTR, exceeding the 0.2 per cent benchmark.
According to Vasumitra Pandey, CEO – Lighting and Consumer Durables, Surya Roshni, the campaign focused on using programmatic advertising not just for scale, but for contextual relevance and quality engagement.
Arjit Sachdeva, Co-founder, VDO.AI, highlighted the importance of aligning storytelling with technology to create cohesive, results-driven cross-screen experiences.
The campaign reflects how an integrated omnichannel approach can convert fragmented attention into meaningful engagement, reinforcing brand relevance in a multi-device ecosystem.
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