Tanishq's Live a Dream campaign by Laqshya Media Group debuted India's first immersive 3D anamorphic DOOH installation at Bandstand Promenade, Mumbai, in April
Tanishq Live a Dream Brings 3D Anamorphic DOOH to India
Tanishq's "Live a Dream" campaign marks the debut of immersive 3D anamorphic digital out-of-home advertising in India, executed by Laqshya Media Group at Bandstand Promenade, Bandra, Mumbai, in April 2022 to promote the brand's Season of Bloom jewellery collection.
Launched on 13 April 2022, the installation used forced-perspective LED technology to produce an anamorphic illusion — a distorted projection that resolves into a vivid three-dimensional image only when viewed from a precise vantage point. The creative world conjured blossoming florals, colourful sparkles and dreamlike depth, reflecting the escapist, bloom-forward identity of the Season of Bloom collection. Laqshya Media Group, one of the largest comprehensive marketing communications groups in India, partnered with execution partner Inventech to bring the installation to life, as documented by exchange4media.com and thehindubusinessline.com.
The campaign's geographic ambition was deliberate. In India, hyper-realistic 3D DOOH had not previously appeared before this activation, even as comparable installations had already stunned pedestrians in China, South Korea, the United States, the United Kingdom, Malaysia, Singapore and Japan, according to reporting cited by exchange4media.com. By planting the format on the Bandstand Promenade — one of Mumbai's most photographed and heavily trafficked coastal walkways — Tanishq ensured maximum organic amplification from passers-by sharing footage across social platforms. The campaign thus operated simultaneously as a physical spectacle and a digital content engine, compressing the distance between experiential media and earned social reach. The Clapboard Score for "Live a Dream" is 78 out of 100, reflecting strong creative innovation and cultural novelty within the Indian market.
Tanishq operates in one of the most competitive jewellery markets in the world. India's domestic jewellery market was estimated at approximately US$57 billion in FY2022, with projected growth to US$91 billion by FY2025, according to CRISIL Ratings. Within that landscape, organised retailers represented roughly 35% of total market value around 2022, per CRISIL Ratings, and the five largest jewellery companies together accounted for only about 15% of total market value by the same measure. That fragmentation rewards differentiation at the brand level rather than category-level messaging.
Tanishq's two principal organised-sector competitors, Kalyan Jewellers and Malabar Gold and Diamonds, invest heavily in conventional television and print media. By commissioning India's first immersive 3D anamorphic DOOH installation, Tanishq staked out territory neither competitor had occupied, turning a single Mumbai site into a national media story. The strategic logic was reinforced by a challenging demand environment: India's gold-jewellery demand in the first quarter of 2022 reached 474 tonnes, a decline of seven percent year-on-year, according to the World Gold Council as reported by Indianjeweller In. In a softening consumption cycle, experiential spectacle offered a way to maintain cultural relevance and drive top-of-mind awareness without relying solely on volume-driven promotional mechanics.
Ranjani Krishnaswamy, General Manager of Marketing at Tanishq, confirmed that April 2022 saw the brand pursue immersive formats across multiple activations, including both the Live a Dream 3D installation and a metaverse-adjacent launch for the Romance of Polki collection, as documented by exchange4media.com. The dual approach signals a broader strategic posture: Tanishq was deliberately repositioning its marketing vocabulary toward technology-led experiential engagement in India, using the Season of Bloom collection as the vehicle.
Anamorphic illusion is a centuries-old perceptual technique. Applied to large-format LED panels in a DOOH context, it demands exact calibration between screen geometry, viewing distance, content perspective-mapping and ambient light conditions. The Bandstand Promenade installation required Laqshya Media Group and Inventech to engineer content that appears as flat, distorted imagery from any angle except one precisely calculated vantage point, at which the scene snaps into apparent three-dimensional space.
Amarjeet Hudda, Chief Operating Officer of Laqshya Solutions, confirmed the project's technical complexity and the deliberate selection of Bandstand Promenade as a site that combined high dwell time with an open sightline suitable for forced-perspective mechanics, as reported by exchange4media.com and avinteractive.com. The creative content itself drew on the Season of Bloom's visual language — cascading flowers, luminous gem-like light forms and soft chromatic gradients — translating the jewellery collection's tactile, sensory promise into a large-scale environmental experience. Passers-by encountered not a static advertisement but a living scene in which Tanishq's aesthetic world appeared to extend physically beyond the plane of the screen.
The choice of an LED panel format over a printed or projection-based surface was functionally important. Mumbai's coastal environment at Bandstand presents variable ambient light across the day; LED luminosity allowed the anamorphic effect to remain legible from morning through evening, extending the campaign's active impression window. The installation was documented to have drawn immediate crowd engagement since its launch, with footage circulating organically across social media in India, as noted by bestmediainfo.com. Production credits beyond Laqshya Media Group and Inventech are not publicly documented in available sources.
Tanishq's "Live a Dream" installation generated immediate and documented public engagement at Bandstand Promenade, Bandra, Mumbai. Since its launch on 13 April 2022, the installation drew crowds and produced organic social media circulation across India, with footage and photographs shared widely by visitors, as reported by bestmediainfo.com and exchange4media.com. No granular verified performance metrics — such as impression counts, engagement rates or sales attribution figures — are publicly available for this campaign.
The structural effectiveness of the campaign, however, is assessable on several dimensions. First, the format's novelty guaranteed earned media in India: coverage appeared in exchange4media.com, thehindubusinessline.com, bestmediainfo.com and avinteractive.com, extending the installation's reach well beyond its single Mumbai location. Second, the Bandstand Promenade site choice maximised organic content creation, as the location attracts both local residents and visitors who document and share its landmarks habitually. Third, by executing India's first immersive 3D anamorphic DOOH installation — a claim verified across multiple trade publications including exchange4media.com and afaqs.com — Tanishq secured a first-mover position in a format category that was simultaneously achieving viral cultural moments in international markets. Organised retailer revenue growth in India was forecast at 15 to 20 percent year-on-year by CRISIL Ratings around this period, and Tanishq's investment in format innovation aligns with the competitive imperative to capture disproportionate share of that organised-sector growth. The campaign's Clapboard Score of 78 out of 100 reflects strong marks for creative innovation, cultural novelty and earned media efficiency, with scope for higher impact had the activation expanded beyond a single installation site.
Tanishq's Live a Dream campaign is India's first immersive 3D anamorphic digital out-of-home installation. Executed by Laqshya Media Group and launched on 13 April 2022 at Bandstand Promenade, Bandra, Mumbai, it promoted the Season of Bloom jewellery collection using forced-perspective LED technology to create a three-dimensional visual illusion.
Laqshya Media Group created and executed the Live a Dream installation. The Mumbai-based marketing communications group partnered with execution partner Inventech to deliver the campaign. Amarjeet Hudda, COO of Laqshya Solutions, confirmed the project's technical execution, as reported by exchange4media.com and avinteractive.com.
The installation was located at Bandstand Promenade, Bandra, Mumbai. Laqshya Media Group selected this coastal site for its high dwell time and open sightlines, both essential for the forced-perspective anamorphic effect to function correctly from a single, precisely calculated viewing position.
Live a Dream promoted Tanishq's Season of Bloom collection. The creative world featured cascading florals, luminous gem-like light forms and soft chromatic gradients, translating the collection's sensory aesthetic into a large-scale environmental experience at Bandstand Promenade in Mumbai in April 2022.
Live a Dream marked the debut of immersive 3D anamorphic DOOH in India. Before this April 2022 activation, the format had appeared in China, South Korea, the United States and other markets but not in India, giving Tanishq and Laqshya Media Group a verifiable first-mover position in this experiential advertising category.
Tanishq's Live a Dream campaign received a Clapboard Score of 78 out of 100. The score reflects strong creative innovation and cultural novelty within the Indian market, alongside high earned media efficiency, with room for greater impact had the 3D anamorphic DOOH activation extended beyond its single Mumbai location.
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