Defender became India’s first luxury automotive brand to activate an anamorphic display, which was installed at Atrium in Phoenix Palladium, Lower Parel, Mumbai, from 20–22 February. This groundbreaking digital experience transformed the iconic Defender into a powerful cinematic spectacle.
The 35ft x 16ft screen’s anamorphic effect created an immersive visual impact, with Defender emerging from the screen to symbolise the vehicle’s unstoppable spirit and bold presence. The anamorphic content was created in collaboration with Inventech, a Laqshya Media Group company.
Defender has been a highly experiential brand, and this activation marked a significant milestone in using technology and innovation to further its appeal in India. The anamorphic content was also activated in other major Indian cities, such as Delhi, Gurgaon, Bangalore, Kochi, and Chennai, from 21st February.
The idea behind the anamorphic display was to dramatise Defender’s unstoppable spirit by turning it into a cinematic, visual experience that blended innovation and design.
Rajan Amba, Managing Director, JLR India, said, “Defender has a tremendous following and aspirational value in India stemming from its iconic heritage and off-road legacy that continues to inspire admiration across generations. Bringing India’s first luxury automotive anamorphic display to life is a natural extension of this legacy.”
Mark Cameron, Managing Director, Defender, said, “This activation is not merely a showcase of an iconic 4×4; it’s a statement of how innovation, creativity and experiential storytelling can converge to redefine engagement in luxury automotive. Through initiatives like this, we aim to inspire, captivate and connect with our audience in ways that reflect the unmatched capability, vision and spirit of Defender.”
Alok Jalan, CMD, Laqshya Media Group, said “For the Defender team to entrust us with the complete creative and technical development of this anamorphic showcase was a significant responsibility. Anamorphic storytelling calls for precision in spatial modelling, perspective calibration and LED optimisation. Through Inventech, we executed the entire production pipeline in-house, delivering a high- end immersive experience entirely from India”.
The activation was live at Atrium in Pheonix Palladium until 22 February 2026, allowing visitors in Mumbai
to witness the Defender in an unprecedented digital format that mirrored its commanding on-road and off-road capability.
