‘Missing Wife’: Sunfeast Marie Light’s bold OOH Push for household equality

Sunfeast Marie Light has taken forward its Strong Team Nameplate initiative with a bold OOH campaign in Bengaluru titled ‘Missing Wife’, designed to spotlight the unequal representation of partners in Indian households. 

The campaign built intrigue with hard-hitting messages such as “Atul’s wife is missing…” and “Nikhil’s wife is missing…” splashed across hoardings and bus shelters in the city. The stark lines, devoid of immediate context, were crafted to catch attention and spark curiosity among passersby. 

As the reveal unfolded, the campaign drew a parallel between the alarm such messages can trigger and the overlooked reality that many homes still display only one partner’s name on their nameplates. By highlighting this absence, Sunfeast Marie Light urged families to embrace equality, shared identity, and mutual respect within households. 

The OOH push was further amplified through activations in over 40 residential societies in partnership with MyGate, encouraging residents to reflect on how something as everyday as a nameplate can become a symbol of inclusion—or exclusion. 

With ‘Missing Wife’, Sunfeast Marie Light reinforced its commitment to sparking dialogue on gender equality at home, while using the high visibility of OOH to take the message into public spaces where it cannot be ignored.