A Journey from Ahmedabad to All of India

Khushi Advertising started its journey in 2005 in Ahmedabd, with a clear mission: to redefine how audiences experienced off-screen media. What started with advertising in multiplexes quickly evolved into something much larger-adn ambition turned everyday real-world spaces into extraordinary storytelling platforms. Over the years, Khushi has become India’s most trusted name in out-of-home (OOH) advertising, standing out for its ability to merge creativity, technology, and strategic placement.

With campaigns spanning malls, metros, and multiplexes, Khushi has consistently demonstrated that OOH is no longer just about billboards. It;s about creating immersive, memorable experiences that resonate with people. Their innovation-driven portfolio, Khushi D3X– short gor Design, Dimension, Digital– has become a signature philosophy, one that reimagines how brands interact with audiences in physical spaces.

The philosophy came alive in one of their most high-profile campaigns:  the nationwide rollout for Marvel’s Fantastic Four: First Steps.

The Challenge: Creating Buzz for Fantastic Four: First Steps

Hollywood films entering the Indian market face a unique challenge– how to cut through the noise of Bollywood blockbusters and regional hits. To succeed, a campaign needs to not just create awareness, but also spark curiosity, chatter, and urgency among urban moviegoers. To build excitement for the film’s release, Khushi Advertising launched a dual-format, high-imapact campaign across India:

• Premium Mall Branding: Rolled out across 26 top malls in 12 cities, reaching over 67 lakh footfalls, right in the heart of leisure and shopping hubs.

• Metro Visibility: Strategically placed ad formats in metros ensured daily recall during the critical movie release window.

Why It Worked: Strategic Highlights

• Pan-India Reach with the Right Audience:  By securing placements in malls and metros across multiple cities, Khushi created scale without losing focus on local urban audiences who drive box office numbers.

• Omnipresence Through Dual Formats: Covering both leisure (malls) and commute (metros) journeys gave the campaign a 360-degree presence in people’s lives.

• Boosted Awareness & Box Office Buzz: By sparking conversations and pre-release buzz, the campaign helped convert casual awareness into actual ticket purchases, boosting the film’s performance in a highly competitive market.

• Immersive Storytelling: Using the Khushi D3X philosophy, the campaign emphasised experiences over mere visibility. Massive displays, dimensional designs, and digital integrations turned static ads into dynamic encounters.

Marketing That Moves with the Audience

What sets this campaign apart is its ability to treat advertising as experience design. Khushi understands that today’s audience expects more than posters—they crave moments worth remembering. By embedding Marvel’s universe into public spaces, the campaign blurred the line between promotion and entertainment.

Every shopper pausing at a glowing display, every commuter walking past a superhero-themed wall, became a part of a larger narrative. These touchpoints turned everyday spaces into stages for the film, ensuring that Fantastic Four: First Steps stayed top of mind.

Lessons for Brands and Marketers:

This campaign is more than just a success story for a Hollywood release—it’s a playbook for brands across industries. Here are three key takeaways:

1. Capture Attention in Real Spaces: Visibility is valuable, but what matters most is where and when people encounter your brand. Placing ads in high-footfall, high-value environments ensures they land with maximum impact. 
2. Blend Format, Location, and Timing: A campaign’s success lies in orchestration. The right format (digital, dimensional, static), placed in the right location (malls, metros), at the right time (release week), can transform curiosity into conversations.
3. Turn Presence into Power: Marketing today isn’t about being louder; it’s about being unmissable. By creating omnipresent, immersive experiences, brands can move from being just seen to being remembered.

Conclusion

From its modest roots in Ahmedabad to orchestrating campaigns across India, Khushi Advertising has proven that OOH Advertising is not about quantity of placements, but the quality of storytelling in physical spaces.

With Fantastic Four: First Steps, they didn’t just promote a movie—they built a nationwide presence. And in an age where attention is the scarcest commodity, presence is not just power—it’s the difference between being ignored and becoming iconic.

From Ahmedabad to all of India, this campaign highlights the spirit of innovation Gujarat is known for. At Gujprenuer, we continue to showcase such inspiring journeys that shape the future of business.