Dhurandhar: The Revenge OTT Premiere Takes Over Mumbai Metro Line 1 with High-Impact OOH Campaign
Midway through its smash cinema success, the much-talked-about film Dhurandhar now lands online – live across JioHotstar’s streaming platform. For this major shift to digital viewing, JioHotstar partnered with Times OOH (part of The Times Group) to launch an eye-catching outdoor campaign. What unfolded was a bold wave of visuals flooding every stretch of Mumbai Metro Line 1.
Floating through a key artery of Mumbai, the campaign wrapped Dhurandhar into the rhythm of rush hour. With every passing train, eyes landed on bold visuals woven into the commute. Instead of fading into city noise, his name stuck like a beat in a familiar song. Movement became message, carried by crowds who had nowhere else to look. Familiar paths turned into storylines where art refused to be ignored.
Times OOH reaches more people across the Mumbai Metro.
Out near the tracks, creative teams set up bold visuals at every stop on Metro Line 1. Not just online spots but large still posters too – each placed where eyes naturally land. Because attention spreads fast in tight spaces, designs snapped into view without warning. Movement through stations meant messages stuck, repeating silently in step with travel routines.
Key highlights of the OOH campaign included:
From the moment people stepped through the entrance, images moved with them – past ticket zones, down toward platform edges, then into train interiors. Each scene flowed without break, matching their path step by step. Gates opened to corridors that led directly into moving carriages captured mid-journey. The sequence stayed close, never skipping ahead or falling behind. What began at street level finished deep inside rail cars during peak movement.
Out on the streets, bold visuals snapped people’s attention, pulling Dhurandhar’s energy into bus stops and train stations. Motion met art where riders passed by, turning quick glances into moments of pause. Color shifted with rhythm, not noise – each display breathing like a scene mid-step. Commuters stumbled onto stories instead of ads, frames moving just enough to feel alive. The usual visual rush slowed down, then caught fire differently.
Everywhere you looked, the brand showed up – different platforms, same story, building noise before JioHotstar dropped it. It didn’t shout, just stayed visible, stitching presence into anticipation through steady repetition across spaces people already used.
Boosting JioHotstar brand recognition
Out on the move, folks tend to really notice ads stuck to transit spots. Riding high on Mumbai Metro Line 1, which stitches together big work zones and living areas, JioHotstar teamed up with Times OOH to shift movie excitement straight into online views. That ride? It turned eyeballs into streams. A wave of different formats swept across Mumbai, not only catching eyes but sparking a common experience among hundreds of thousands. It unfolded quietly on streets, blending digital screens with classic billboards. What emerged was more than attention – a moment people lived through together. Streaming may dominate at home, yet out here, physical space still holds sway. Thoughtful placement, sharp timing, one clear idea: messages outside can move masses.
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