Vadilal’s 17-Foot melting Ice Cream turns Sabarmati Riverfront into a Valentine’s hotspot

Vadilal marked the Valentine’s season with a larger-than-life outdoor activation at Ahmedabad’s Sabarmati Riverfront, transforming the promenade into a visually engaging brand experience. At the heart of the campaign stood a 17-foot installation of a melting ice cream, designed to dramatize the idea of hearts — and crushes — melting in the spirit of romance.

Positioned along the high-footfall riverfront stretch, the installation leveraged scale and context to command attention from couples, families, and young visitors frequenting the leisure destination. The melting effect, crafted to appear mid-drip, added motion and realism to the structure, making it both an OOH spectacle and a photo opportunity. The creative direction tied the visual metaphor of melting ice cream to the emotional warmth and vulnerability associated with confessing one’s feelings.

The activation extended beyond a static display. The setup encouraged on-ground engagement, with visitors stopping to interact, photograph, and share the installation across social platforms — organically amplifying campaign visibility. By choosing Sabarmati Riverfront — a space strongly associated with youth culture, dates, and social outings — the brand aligned media placement with consumer behaviour during the Valentine’s window.