Fixderma, has launched a strategic cinema advertising initiative by showcasing its Shadow Sunscreen video advertisement across more than 225 screens in PVR and INOX theaters. The campaign coincides with the highly anticipated release of Dhurandhar 2 in key metro markets including Delhi NCR, Mumbai, and Kolkata, targeting engaged and captive audiences.
By aligning with a blockbuster release, Fixderma aims to maximize brand recall and visibility, capitalizing on the renewed interest in cinema as a high-attention medium. The move underscores a shift in marketing strategy where brands are concentrating advertising budgets around culturally significant and high-footfall events rather than maintaining constant ad presence.
Commenting on the campaign, Shaily Mehrotra, Co-Founder of Fixderma, said:
“While routine footfalls may have declined, blockbuster films such as Dhurandhar 2 bring back the magic of collective viewing, offering brands a powerful opportunity to connect with audiences in an immersive environment. With our Fixderma Shadow Sunscreen film running alongside Dhurandhar 2, we are leveraging this heightened attention to build stronger recall and meaningful engagement. Today, it’s not about being present everywhere, but about being present at the right moments.”
Fixderma’s initiative highlights how cinema advertising is evolving from a routine medium to a strategic, event-driven touchpoint, allowing brands to engage audiences effectively during high-impact moments. The Shadow Sunscreen campaign aims to strengthen Fixderma’s positioning as a leading skincare solution for daily sun protection.
