May 2025

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Blending Stories, Screens & Strategies

This month, we celebrated a milestone that truly pushed boundaries — the launch of Tanishq's Kundan Stories through India's tallest outdoor holographic projection, right at the iconic Bandra Bandstand. Brought to life with Laqshya Media Group, this one-of-a-kind 40-ft spectacle turned jewellery into floating light, creating an unforgettable blend of art, technology, and storytelling. It wasn't just an activation — it was a moment that redefined what outdoor media can do.

Across the industry, transformation continues at full pace. Digital Out-of-Home (DOOH) is no longer a trend — it's the new normal. Brands are using tech, data, and imagination to deliver richer, smarter narratives in public spaces. And in a refreshing take, Indian truck art is being studied for its grassroots-level impact, reminding us that even the most traditional expressions hold lessons for modern marketing.

Globally, we see brands doubling down on interactive strategies. One standout: Mountain Dew's tattoo sweepstakes campaign tied to TikTok — showing how immersive, community-led experiences are becoming key to staying relevant.

At Laqshya, we take pride in being part of this evolving journey — where every idea, big or small, helps push the story forward.

Best wishes,

Yuvrraj Agarwaal

Chief Strategy Officer, Laqshya Media Group

CLICKTHRU

FOR STIMULATING STORIES FROM
THE WORLD OF MARKETING

Blending Stories, Screens & Strategies

At Laqshya, we take pride in being part of this evolving journey — where every idea, big or small, helps push the story forward.

Best wishes,

Yuvrraj Agarwaal
Chief Strategy Officer, Laqshya Media Group

Cover Story

Tanishq unveils 'Kundan Stories' with India's tallest holo-projection

Tanishq, the jewellery brand from the House of Tata, garnered widespread acclaim with the industry's first-ever large-scale outdoor holo-projection experience, staged at Mumbai's Bandra Bandstand. The activation marked the grand launch of the brand's new collection, Kundan Stories, brought to life in collaboration with Laqshya Media Group.

At 40 feet tall, this is India's largest holo projection to date, creating an open-air visual showcase where kundan jewellery and multiple handcrafted techniques like meenakari, takkar work and stone inlay work are showcased floating mid-air in choreographed 3D light. The two-day spectacle (April 23-24) drew crowds to the city's iconic promenade, offering a rare blend of art, emotion, and advanced projection technology.

Pelki Tshering, Chief Marketing Officer, Tanishq, said, “At Tanishq, every piece of jewellery is a story, shaped by the hands of our karigars and inspired by the Tanishq woman. This season of new beginnings, our Kundan Stories collection brings heritage and modern elegance together, celebrating craft from the beauty of takkar ka kaam to the delicate lace of filigree. And now, we bring these stories to life with India's tallest Holo stand, an immersive, one-of-a-kind tribute to intricacy, craft, and the jewellery that adorns the modern Indian woman.”

Amarjeet Hudda, COO, Laqshya Media Ltd, added, “This was a chance to do something the industry had never attempted before. Tanishq gave us a full creative room, and the result is something that goes beyond regular brand launches. It's storytelling in mid-air. For us at Laqshya, it's a proud milestone in blending tech, media, and emotion.”

“The activation uses Holo Mesh Projection Technology, where a translucent mesh acts as a nearly invisible canvas for high-powered light mapping. Suspended in open space, it creates a surreal illusion where each design detail — from ghungroos to flowing filigree — appears to hover and move. The visuals were set to a specially composed sound design, turning the skyline into a moving story of craftsmanship and beauty. Every element was custom-built to perform in outdoor conditions, making it a true feat of execution,” said Sommnath Sengupta, CEO of Inventech.

Indian Marketing News

Marketing lessons from Indian truck drivers

Owners-Drivers of commercial vehicles reveal app preferences. They prioritise utility and cost-effectiveness. IRCTC Rail Connect and BroChill are popular. Fintech apps like Navi and Slice are also used. Read More

Marketing lessons from Indian truck drivers

DOOH on the rise: Not a future bet, but the new norm

India's DOOH market, which is growing fast, driven by tech, urbanisation, and immersive content, is set to hit 17% of OOH revenues by 2027 despite regulatory and infrastructure hurdles Read More

Digital clones of real models are revolutionising fashion advertising

AI and metaverse are changing fashion marketing. Digital clones are becoming popular. These virtual figures help brands in campaigns. Virtual influencers are gaining importance, especially in Asia. Read More

How storytelling, tech and data are reshaping OOH advertising

At e4m Neons OOH Conference 2025, industry leaders deliberated on how the future of out-of-home lies in immersive storytelling, digital innovation, and actionable data Read More

DOOH on the rise: Not a future bet, but the new norm

India's DOOH market, which is growing fast, driven by tech, urbanisation, and immersive content, is set to hit 17% of OOH revenues by 2027 despite regulatory and infrastructure hurdles Read More

Digital clones of real models are revolutionising fashion advertising

How storytelling, tech and data are reshaping OOH advertising

At e4m Neons OOH Conference 2025, industry leaders deliberated on how the future of out-of-home lies in immersive storytelling, digital innovation, and actionable data Read More

JioStar enters influencer marketing arena with JioStarverse

The platform will feature over 500 curated influencers from the JioStar ecosystem, covering a wide range of categories including entertainment, fashion, fitness, and gaming. Read More

From Trendsetters to Changemakers: Gen Z shopping carts take a green turn

Gen Z in India now drives change, not just follows trends. They prioritize environmental and social causes in their purchases. Many are ready to pay extra for eco-friendly items. They actively back brands aligned with their values. While deal-conscious, they balance cost with ethical considerations. Read More

JioStar enters influencer marketing arena with JioStarverse

The platform will feature over 500 curated influencers from the JioStar ecosystem, covering a wide range of categories including entertainment, fashion, fitness, and gaming. Read More

Sun Pharma launches corporate brand campaign in India

Sun Pharmaceutical Industries (Sun Pharma) has launched a corporate brand campaign titled 'Touching 1,000 Lives Every Minute'. The campaign highlights the company's role in supporting patients, caregivers, doctors, pharmacists, and communities. Read More

From Trendsetters to Changemakers: Gen Z shopping carts take a green turn

Sun Pharma launches corporate brand campaign in India

Global Marketing News

Mountain Dew touts new logo with tattoo sweepstakes, TikTok Shop exclusive

A social sweepstakes offers loyalists who have the brand's old logo tattooed on their bodies the chance to win an all-expenses-paid trip to Las Vegas for fresh ink. Read More

DOOH breaks out: Programmatic growth fuels global ad push

From the U.S. to Germany to the U.K., the digital out-of-home (DOOH) market is booming, fueled by a wave of commercial activity and tech improvements attracting ad budgets. Just in the past few months, in the U.S. Read More

Mountain Dew touts new logo with tattoo sweepstakes, TikTok Shop exclusive

A social sweepstakes offers loyalists who have the brand's old logo tattooed on their bodies the chance to win an all-expenses-paid trip to Las Vegas for fresh ink. Read More

How Sprite surpassed Pepsi by living and breathing pop culture

The Coca-Cola brand, which relaunched its “Obey Your Thirst” platform last year, recently became the No. 3 carbonated soft drink in the U.S.

DOOH breaks out: Programmatic growth fuels global ad push

The sponsorship supports “Bring the Juice,” which serves as the culmination of several years of brand transformation work. Read More

How Sprite surpassed Pepsi by living and breathing pop culture

The Coca-Cola brand, which relaunched its “Obey Your Thirst” platform last year, recently became the No. 3 carbonated soft drink in the U.S. Read More

Trivia

The Centre for Joint Warfare Studies (CENJOWS), along with Aerospace Services India (ASI) and Israel Aerospace Industries (IAI), hosted the Medium-Range Surface-to-Air Missile (MRSAM) India Eco-System Summit 2.0 in New Delhi on May 07, 2025.
The Reserve Bank of India (RBI) has made it mandatory for all banks, financial institutions, and regulated entities to submit applications through the PRAVAAH portal
India has become the third-largest vehicle manufacturer in the world as per Union Minister for Road Transport and Highways.
The Election Commission of India (ECI) will soon launch a new digital platform called ECINET to streamline electoral services.
Rangacherra village in Tripura has become the first green village of the state due to the state government’s efforts.
IXPE (Imaging X-ray Polarimetry Explorer) is a joint mission of National Aeronautics and Space Administration (NASA) and Italian Space Agency.
The Ministry of New and Renewable Energy has launched the Green Hydrogen Certification Scheme of India (GHCI).

Laqshya Media Group Campaigns

In April 2025, Laqshya Media Group executed various campaigns for Enchanteur, Canara Robeco Mutual Fund, Azorte, Acko Health, DAMAC, Star Health Insurance, Carlton, Acko, Casagrand, Speedo, Rajapushpa Properties, Acko Auto, Aiti Interieurs, Blue Star, Universal Sompo General Insurance, Yardley, HSBC, TATA AIG, Yamaha, Muthoot FinCorp, TVS Ronin, TVS Apache, Santoor, Jockey, and Canara Bank.