Prozone makes waves with sinking Billboard in Mumbai

In a bold and visually arresting move, Probuds has launched an outdoor campaign in Mumbai that has captured attention for all the right reasons. The brand deployed a billboard partially submerged in the sea, carrying the message: “Real friend(ships) don’t sink. Unless they are on the wrong boAT.”

Released around Friendship Day, the campaign takes a direct jab at leading audio brand boAt, using clever wordplay to position Probuds as the smarter, more reliable alternative. The stunt stands out not just for its striking execution but also for its clarity in messaging — challenging the category leader while creating viral interest through OOH alone.

While many brands opted for collaborative and celebratory messaging around Friendship Day, Probuds chose disruption over diplomacy. The outdoor installation at Mumbai’s beach evokes the literal downfall of a competitor and, by contrast, the rising tide of a new challenger.