As television consumption in India continues to shift towards digital and on-demand ecosystems, brands are rethinking how to stay consistently visible across multiple digital touchpoints. Against this backdrop, Surya Roshni partnered with VDO.AI to scale its “India Bole Surya Ko YA” campaign, into a connected, cross-screen brand experience.
In a category where purchase intent is episodic, the challenge was to ensure continuity beyond visibility. As consumers move fluidly across screens, VDO.AI designed an omnichannel strategy connecting CTV, OLV and Display into a unified ecosystem.
CTV formed the foundation of the campaign, delivering high-impact visibility through immersive formats such as Animated Wrapper, Carousel Gallery and a ‘Scan to Shop Now’ QR code, that added a layer of interactivity, turning passive exposure into immediate engagement for Surya Roshni. This was extended through shoppable OLV formats, ensuring that users encountering the brand on personal devices could seamlessly move from content consumption to product exploration. Rich Media Display acted as the action layer, with formats such as 3D Wobble and 3D Cube introducing motion and depth to capture attention and drive clicks.
Powered by VDO.AI’s audience intelligence, the campaign delivered 12 M+ impressions, with all key performance metrics exceeding industry benchmarks. CTV achieved a 95.28% completion rate (vs. 85% benchmark), while OLV delivered a 57.38% completion rate (vs. 55%) and a 0.25% CTR (vs. 0.1%). Rich Media Display recorded a 0.34% CTR, outperforming the 0.2% benchmark, underscoring strong cross-screen engagement and action.
Vasumitra Pandey, CEO-Lighting and Consumer Durables, Surya Roshni, said, “India Bole Surya Ko Ya!’ campaign, was built on a simple idea: use programmatic not just for reach, but for relevance. With VDO.AI, we were able to translate that into a campaign that responded to audiences in a far more contextual and dynamic way. What stood out for us was not just the scale, but the quality of engagement the campaign delivered. It’s encouraging to see this work being recognised and it underscores our belief that the right partnerships can truly elevate how brands show up in similar campaigns.”
Arjit Sachdeva, Co-founder, VDO.AI, said, “We’re moving away from campaigns built in silos to systems that are designed for how consumers actually behave today. The focus for the Surya Roshni campaign was on creating continuity across screens, where each interaction adds value and builds intent. When you align storytelling with technology in this way, you move from delivering impressions to driving meaningful engagement. The Surya Roshni team brought a sharp understanding of their category dynamics, which allowed us to build a cross-screen strategy anchored in a clear results-oriented approach.”
This campaign demonstrated how a thoughtfully orchestrated omnichannel approach can transform fragmented consumer attention into sustained brand relevance and measurable outcomes for brands like Surya Roshni.
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Disclaimer: Information mentioned here has not been verified or endorsed by Agency Reporter and is in accordance with the press release shared by the company or their appointed representatives
