Nitesh Tiwari’s Ramayana has taken its promotional campaign into a public space. A recreation of Lord Ram’s bow is now on display at PVR Palladium in Lower Parel, Mumbai, inside a specially designed glass enclosure.
The artefact sits on an ornate black table with golden carvings, placed against a red velvet base. The bow has detailed gold-toned craftsmanship, decorative motifs and curved ends. Alongside it, the installation carries the Ramayana title and the names of producer Namit Malhotra and director Nitesh Tiwari.
A symbol built for the lobby
This is a campaign built around an object rather than a star or a trailer. The bow is one of the most recognisable symbols in the epic, and placing it in a cinema lobby turns a routine ticket purchase into an encounter with the film’s world. Visitors can see the piece up close, photograph it and share it before the film has opened.
The presentation also matters. The traditional gold detailing and red velvet give the installation a ceremonial quality, connecting the upcoming adaptation to the visual language of the story rather than to a generic fantasy world. For audiences who know the Ramayana, the object needs no explanation.
Why the multiplex setting works
PVR Palladium is not a museum or an exhibition hall. It is a place where moviegoers already arrive with intent to watch. By placing the bow there, the campaign meets audiences at the point of decision, and gives exhibitors a visible reason to host the film in their space.
The display works on a few levels:
- It turns a mythological artefact into a tactile, photographable promotion.
- Its craftsmanship signals that the adaptation is treating the source material seriously.
- Its placement at a multiplex connects the film to the moment of ticket purchase.
It also gives the film a physical footprint in Mumbai, the home of Hindi cinema, at a time when many campaigns live almost entirely on digital feeds. The bow does not need a release date or a dialogue clip to communicate scale; the materials and the setting do that work.
The start of a longer arc
The installation is one visible beat in a broader campaign. A related Bollywood Hungama report says Ramayana 2 has been delayed to 2028, with Ranbir Kapoor and Yash set for a Diwali 2028 release. That makes the bow display an early touchpoint for what is being shaped as a multi-film event rather than a single release.
For Mumbai audiences, the display is a reason to step inside PVR Palladium and engage with the epic before the film arrives. For the marketing campaign, it is a reminder that offline objects can still carry cultural weight in an era dominated by screens.
Source: bollywoodHungama.com
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