Nykaa’s unapologetic Pink Friday sale OOH campaign

Nykaa launched its annual “Pink Friday” sale with a massive, high-impact Out-of-Home (OOH) campaign, executing a true “takeover” across three major metropolitan areas: Mumbai, Delhi NCR, and Bangalore. The campaign features over 300 high-impact OOH spots, designed to make the sale unavoidable and highly visible to every commuter and urban resident. 

The OOH strategy is characterized by its sheer scale and comprehensive utilization of transit and urban infrastructure. In Mumbai, the Pink Friday energy is deployed across prime locations, including Bandra Turner Road, Link Road, Lower Parel, Worli Sea Face, Carter Road, and notably, full wraps of the Mumbai Metro network. Similarly, Delhi NCR features station dominations and metro wraps on the Blue and Yellow Lines, alongside unmissable placements at major hubs like Punjabi Bagh Flyover, Hauz Khas, and Saket. Bangalore ensures complete coverage across key corridors such as Koramangala, Indiranagar, and major airport and Outer Ring Road (ORR) routes. 

The campaign’s messaging is frontlined by top-tier celebrity endorsements, featuring Deepika Padukone for Nykaa, Rasha Thadani for Nykaa Cosmetics, and Sobhita Dhulipala for Charlotte Tilbury. This star power translates directly to the billboards, reinforcing the central message that Nykaa is the ultimate discovery platform for trending, iconic, and culture-shaping beauty products. 

By transforming every corner, from flyovers and mall facades to digital hotspots and entire transit networks, into a “Pink Friday moment,” Nykaa demonstrates a strategy of media saturation. The OOH takeover successfully translates the digital buzz and social urgency of the sale into a physical, unmissable reality, ensuring the brand gets the sale message to consumers first.