Broadway brings culture to the streets with Pune launch campaign

Experiential retail brand Broadway marked its entry into Pune with a culture-led campaign that blended street activation, out-of-home and digital to build visibility around its new store at KOPA Mall. Conceptualised by SoCheers, the campaign focused on embedding the brand within the city’s everyday rhythm rather than relying on traditional launch formats. 

At the heart of the rollout was an on-ground OOH activation that transformed a zebra crossing into a runway—turning a routine urban element into an interactive brand experience. Positioned in a high-footfall area, the installation invited passersby to step in, participate and create content, effectively converting the street into both a media space and a stage. 

This physical activation was supported by a wider OOH presence across the city, including metro pillar ads and billboards that extended the campaign’s visual identity into Pune’s transit and high-visibility zones. The outdoor placements worked in tandem with the street intervention, reinforcing recall while maintaining consistency across touchpoints. 

The campaign also scaled through digital films and creator collaborations, amplifying the on-ground moment beyond its physical location and driving engagement across platforms. By linking participation with shareability, the campaign ensured that the OOH activation translated into ongoing digital visibility.