A 6-foot cake billboard leaves mall-goers bewildered in distinctive, one-of-a-kind activation.
Mumbai, November 20, 2025 – In a groundbreaking advertising activation that blurred the traces between promoting and actuality, Sociowash created India’s first absolutely edible billboard to rejoice Myntra M-Now’s 1st birthday.
The 6-foot set up in Maxus mall, Borivali left customers genuinely confused, unable to inform in the event that they have been a billboard or one thing else totally.
The activation tapped into the viral “Is it actual or cake?” pattern, turning passive viewers into lively contributors.
Mall-goers stopped, stared, and gathered across the set up, apprehensive about what they have been seeing. The deliberate ambiguity created precisely what the model needed: curiosity and dialog.
“We needed to create a second of pure disbelief,” stated Raghav, Co-founder at Sociowash. “In an period the place customers scroll previous 1000’s of adverts each day, we wanted to make them cease, query, and have interaction.
The confusion on individuals’s faces once they realized this billboard was really cake – that’s the sort of natural engagement that cash can’t purchase.”
As soon as the courageous ones took the primary style and phrase unfold, the activation exploded. Inside 40 minutes, your complete 6-foot cake was gone, consumed by enthusiastic mall-goers who couldn’t resist being a part of the second.
“Offline activations are all the time difficult once you’re attempting to drag off improvements. After the flying billboard and some different concepts, this one was equally demanding. It wanted rather more than simply getting the appropriate individuals on board.
Creating this enormous cake was the largest process, and after that got here the fixed “what if?” perspective. As we all the time say in these conditions: 99 issues can go improper, and just one can go proper, and that 1 is getting it performed completely.”, added Shubham Chawla, Enterprise Head.
The Celebration Continues
As part of its first birthday celebrations, the edible billboard completely captured what M-Now stands for – instantaneous gratification.
The set up disappeared virtually as shortly because it went viral, with individuals sharing their disbelief and delight throughout social media. It proves that the perfect campaigns don’t simply seize consideration. They create confusion, curiosity, and dialog.
Disclaimer:- This story has not been edited by SugerMint workers and supplied by the company. SugerMint won’t be accountable in any approach for the content material of this story.
| Are you an
Entrepreneur or Startup? Do you’ve got a Success Story to Share? SugerMint want to share your success story. We cowl entrepreneur Tales, Startup Information, Ladies entrepreneur tales, and Startup tales |
Learn extra Press Releases at SugerMint. Comply with us on Twitter, Instagram, Fb, LinkedIn
