Fixderma has made a smart marketing move and the timing tells you everything you need to know about how the brand thinks.

The dermatology-backed skincare brand has placed its Shadow Sunscreen video advertisement across more than 225 PVR INOX screens, timed specifically to run alongside the release of Dhurandhar 2 in key metro markets including Delhi NCR, Mumbai, and Kolkata. It's a deliberate, well-calculated decision that reflects a broader shift in how brands are approaching cinema advertising in India.

The conversation around cinema footfalls has been ongoing for a while now. Regular weekday attendance has declined, and brands have been rethinking whether sustained cinema spends make sense. But blockbuster releases tell a completely different story. When a high-impact film hits screens, footfalls spike, attention is high, and audiences are in exactly the kind of engaged, immersive mindset that makes advertising genuinely effective. Fixderma has recognised that window and stepped into it deliberately.

Shaily Mehrotra, Co-Founder of Fixderma, explained the thinking clearly. "While routine footfalls may have declined, blockbuster films such as Dhurandhar 2 bring back the magic of collective viewing, offering brands a powerful opportunity to connect with audiences in an immersive environment. With our Fixderma Shadow Sunscreen film running alongside Dhurandhar 2, we are leveraging this heightened attention to build stronger recall and meaningful engagement. Today, it's not about being present everywhere, but about being present at the right moments."

That last line captures the broader strategic shift well. Cinema advertising is being redefined, not as a medium you maintain continuously, but as a touchpoint you activate strategically around cultural moments that guarantee both footfall and genuine attention. A blockbuster release is exactly that kind of moment.

For a skincare brand running a sunscreen campaign, the timing also has a practical dimension. March is the beginning of peak summer across most of India, when sunscreen conversations are at their most relevant. Pairing that message with a high-attendance cinema moment is the kind of layered thinking that tends to translate into actual recall.

Fixderma's Dhurandhar 2 campaign is a useful example of what strategic cinema advertising looks like when it's done with intention rather than habit.

North Bengal's tourism corridor keeps growing, and Summit Hotels and Resorts is making sure it has a strong presence in two of its most compelling locations. The homegrown hospitality chain has announced the signing of two new boutique properties: Summit Gulma River Resort in Siliguri and Summit Falling Water near Darjeeling, both 30-room stays built around nature, intimacy, and experiences that put the destination front and centre.

The Siliguri property, located in the Gulma area overlooking the scenic Gulma Tea Estate and a flowing river, is being developed as a boutique address that works equally well for leisure stays and event-led demand. The 30 rooms will include a mix of standard and studio-style options with kitchenettes for extended stay guests. An in-house restaurant, bar, spa, gym, and a banquet hall with capacity for around 150 guests make it a natural choice for boutique weddings, celebrations, and corporate gatherings in the tea garden belt. The property is expected to open on 15th August.

The second property is where things get particularly interesting. Summit Falling Water will be located at Rangbull, approximately 3 kilometres before Darjeeling town along the main highway. Drawing architectural inspiration from Frank Lloyd Wright's iconic Fallingwater residence, the hotel is designed to integrate seamlessly with the natural landscape. It's built over a natural water stream that flows directly through the property, with all 30 rooms offering private balconies overlooking the stream and surrounding hills.

And then there's the detail that makes it truly special: the Darjeeling Himalayan Railway toy train track passes directly in front of the property, giving guests views of the heritage train from the hotel itself. Add seasonal snowfall during winter months and a planned restaurant, coffee shop, spa overlooking the stream, gym, and parking facilities, and this is the kind of property that earns its place on a travel wishlist before it even opens. Summit Falling Water is scheduled to open in early January 2027.

Sumit Mitruka, Founder of Summit Hotels and Resorts, shared the thinking behind both properties. "North Bengal continues to be one of the most compelling tourism regions in Eastern India, with demand driven by leisure travellers, weddings and the growing popularity of experiential hill destinations. Whether it is tea garden landscapes in the plains or a stream flowing through a hill property with views of the toy train, our aim is to create stays where the destination itself becomes the central experience for travellers."

Founded in 2009 and headquartered in Siliguri, Summit Hotels and Resorts operates over 30 hotels and resorts across 17 plus destinations, making it East India's leading hospitality chain. With a target of 50 properties by 2030, these two signings are a clear step in that direction, staying true to the group's focus on boutique formats, local community employment, and experiences that genuinely reflect where they are located.

Gulshan Group has announced the launch of North India’s first Taj Branded Serviced Apartments project in Noida, in partnership with Indian Hotels Company (IHCL). The development also includes a Taj hotel and comes with a total investment of around INR 1,000 crores.

Located in Sector 129 along the Noida Expressway, this greenfield project is set to become the tallest Taj hotel in the country. The development is expected to generate a total revenue of approximately ₹2,000 crore, marking a significant step in Noida’s growth as a destination for luxury living and hospitality.

Developed by Gulshan Group, the project reflects its focus on creating landmark developments that combine modern living with long-term value. The collaboration with Taj further adds to the project’s positioning, bringing together strong expertise in real estate and hospitality.

Gulshan Nagpal, Chairman, Gulshan Group, said: “This collaboration represents more than a partnership, it is a convergence of two legacy-driven brands committed to excellence. Bringing Taj to Noida under Gulshan’s vision is our way of shaping the city’s luxury narrative and delivering an address that will stand as a benchmark for generations to come. We are investing INR 1,000 crores to not only make it iconic but also one of its kind branded serviced apartments in India.”

Yukti Nagpal, Director, Gulshan Group, added: “This project is our statement to the industry,  reimagining luxury beyond traditional boundaries by blending the glamour of hospitality with the magnanimous scale of real estate. At Gulshan Group, we are driven by trust, design integrity, and a long-term vision. In partnership with Taj, we are envisioning what we believe will be India’s tallest Taj, a global-standard address destined to become one of the most iconic landmarks in the country.”

Puneet Chhatwal, Managing Director & CEO, IHCL said, “India is among the top five global economies and the rising affluence levels is leading to demand for luxury products and services including branded residences in urban centres. The unveiling today of this landmark development of a Taj hotel and branded residences will set a benchmark in luxury in the National Capital Region. We are delighted to progress this partnership with the Gulshan Group.”

The project will feature a luxury Taj hotel with 150 rooms along with 74 Taj Branded Serviced Apartments. Guests can expect multiple dining options including an all-day dining restaurant, a bar, and two specialty restaurants. The property will also include an 8,000 sq. ft. ballroom, meeting spaces, and pre-function areas designed for events and celebrations.

Wellness and leisure will be key highlights, with facilities such as a swimming pool, gym, health club, and Taj’s J Wellness Circle. The serviced apartments will offer spacious residences of around 7,500 sq. ft. each, designed for high-end living. Residents will also have access to a private club with terraced gardens, lounge areas, sports facilities, a children’s play area, and an infinity pool.

With Noida emerging as a fast-growing urban hub in the NCR region, supported by strong infrastructure and a growing business ecosystem, this project is expected to further boost the city’s appeal as a destination for luxury living and investment.