Surya Roshni has expanded its ‘India Bole Surya Ko YA’ campaign through a cross-screen digital strategy in partnership with VDO.AI. The initiative reflects a shift towards integrated, omnichannel media planning, aimed at maintaining brand visibility across fragmented consumer touchpoints.
With television consumption increasingly moving towards digital and on-demand platforms, the campaign addresses the challenge of sustaining engagement beyond initial exposure. In a category where purchase intent is episodic, the focus was on building continuity across platforms as audiences move between connected TV, mobile and desktop environments.
The strategy positions connected TV as the primary awareness driver, leveraging immersive formats such as Animated Wrapper and Carousel Gallery to deliver high-impact visibility. A ‘Scan to Shop Now’ QR code was integrated into CTV executions, introducing an interactive layer that allows viewers to transition from passive viewing to active exploration.
This foundation was extended through online video (OLV) formats, designed to support mid-funnel engagement. Shoppable video units enabled users to move seamlessly from content consumption to product consideration, reinforcing the campaign’s focus on reducing friction in the consumer journey. Rich media display formats, including 3D Wobble and 3D Cube, functioned as the action layer, using motion-led creatives to capture attention and drive clicks.
The campaign delivered over 12 million impressions, with metrics exceeding industry benchmarks across formats. CTV achieved a 95.28% completion rate against an 85% benchmark, while OLV delivered a 57.38% completion rate compared to 55%, along with a 0.25% click-through rate versus the 0.1% benchmark. Rich media display recorded a 0.34% CTR, outperforming the 0.2% benchmark, indicating strong engagement across touchpoints.
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.”
The campaign highlights the growing importance of programmatic-led omnichannel strategies. By integrating storytelling with data-driven targeting, the campaign moves beyond isolated media buys to create a connected ecosystem where each touchpoint contributes to overall brand recall and conversion.
Overall, the initiative demonstrates how brands in traditionally offline-led categories are leveraging digital ecosystems to drive measurable outcomes, using cross-screen strategies to transform fragmented attention into sustained engagement.
