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.

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.

There are cricket matches, and then there are IPL nights. The kind where every ball feels bigger than it should, where a single boundary can bring an entire room to its feet, and where watching with strangers somehow feels like watching with friends. Bengaluru has always been good at this, and this IPL season, three venues are making it even better.

Here's where to be this season if you want the full experience.

Sector 144, JP Nagar has quietly become one of JP Nagar's most dependable spots for a great evening out, and IPL season gives it an even better reason to be packed. Multiple high-definition screens are placed across the bar so there really is no bad seat in the house, and the à la carte menu has been put together for long, relaxed match nights. Bar bites, flavourful dishes, refreshing cocktails, cold beers between overs: the food and drink work with the rhythm of the game rather than pulling you away from it.

What makes Sector 144 work as a match-night venue is how easy and familiar it feels. It's a neighbourhood bar that draws people in for the cricket and keeps them coming back for everything else. Multi-screen coverage extends beyond IPL to sports in general, which means it stays relevant long after the tournament wraps up.

• Location: 4th Floor, Above Style Union, JP Nagar 7th Phase, Bangalore 560078
• Time: 12:00 PM to 12:30 AM
• Throughout: The IPL season

Tropika Brewing Co., Marathahalli

Tropika takes the match-night experience up a notch with its tropical setting, craft brews, and a cricket-themed menu that someone has clearly had a lot of fun putting together. The venue transforms into a proper viewing arena during IPL, with large screens, warm lighting, and a social energy that makes every wicket feel like a shared celebration.

The food menu deserves a mention of its own. Spinny Spring Roll Veg, Power Play Plum Chilly Baby Corn, Super Over Fried Chicken, Googly Ghee Roast Lamb, All Out Appolo Fish, and Hatrick Habanero Prawns keep the savoury side interesting, while Dot Ball Doughnuts and Catchy Carrot Halwa with Ice Cream are the kind of desserts that reward you for sitting through a tight chase.

• Location: 37/1, Outer Ring Road, Panathur, Marathahalli, Bengaluru 560103
• Reservations: 8901579999
• Time: 12:00 PM to 12:30 AM
• Throughout: The IPL season

Oasis Brewery

Oasis rounds out the Bengaluru IPL screening lineup with its own distinct character. Known for its Mediterranean, Pan-Asian, and Modern Indian offerings alongside quality craft brews, the Whitefield brewery brings a more refined energy to match nights without losing any of the excitement. It's the venue for those who want good food and great drinks alongside their cricket, without compromising on either.

Pick your venue, gather your crew, wear your colours, and settle in. The IPL is long, and Bengaluru is ready for all of it.