MIA by Tanishq’s “Bee My Valentine, Everyday” OOH activation

MIA by Tanishq brought Valentine’s Day to life through a heartfelt out-of-home activation at Mumbai’s Carter Road, unveiling its “Bee My Valentine, Everyday” campaign via an immersive public installation. Executed by Platinum Outdoor, the activation centred around a striking larger-than-life pink heart structure that invited passersby to pause, engage, and express their emotions in a personal, memorable way.

Conceptualised as a participative brand experience rather than a static display, the installation encouraged visitors to pen love letters to partners, friends, and family — turning the promenade into a canvas of real stories and sentiments. From quiet confessions to bold declarations, the engagement reflected authentic expressions of love, reinforcing the campaign’s message that love deserves celebration every day.

The illuminated heart installation also doubled up as a high-visibility social moment, drawing crowds, driving on-ground interactions, and amplifying digital sharing. By blending symbolic design, consumer participation, and strategic outdoor placement, the campaign demonstrated how experiential OOH can move beyond visibility to create emotional connection — transforming a public space into a living celebration of love.