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H&M x Anamika Khanna (Project Joy)
Creative Strategy
Suhani contributed to an experiential DOOH campaign using lenticular displays – a first in fashion advertising. Over a 10-day period, 134 digital screens in high-traffic hubs (Mumbai Airport, Phoenix Palladium, Delhi’s Ambience Mall, Bangalore’s Mall of Asia) displayed dynamic visuals . As viewers moved, each lenticular screen magically shifted between Khanna’s couture looks and H&M’s ready-to-wear styles. The effect was like stepping into a live runway every time you walked by.
Execution
The campaign blended art and media. The displays turned mundane commutes into immersive moments: a passenger’s reflection “came alive” in Anamika Khanna’s bespoke work, then seamlessly morphed into H&M’s collection. This mix of motion, design, and technology made each interaction memorable.
Outcome
The results were spectacular. Public buzz was huge – every piece in the limited collection sold out within one day . Beyond sales, the campaign cemented H&M’s image as an innovator, proving bold experiential media can dramatically amplify impact.
