Myntra M-Now celebrates its 1st Birthday with a ‘Edible Billboard’ activation

To celebrate the first anniversary of Myntra M-Now, Sociowash created a marketing activation that blurred the lines between advertising and reality by constructing India’s first fully edible billboard. This six-foot installation, displayed in Maxus Mall, Borivali, was designed to leverage the viral “Is it real or cake?” trend. The campaign’s success lay in its ability to initially confuse consumers, making them question whether they were looking at a typical advertisement or a confectionery creation, effectively turning passive viewers into active participants. 

The primary goal of the activation was to cut through the daily barrage of digital advertisements by generating a moment of pure disbelief and organic engagement that mandated a physical stop and interaction. This confusion quickly turned into excitement once initial consumers took the first taste and verified the billboard’s edible nature. The resulting word-of-mouth fueled a rapid response from the public. 

The activation proved to be a massive success in terms of immediate engagement. Once the nature of the installation was confirmed, mall-goers enthusiastically participated in the moment. The entire six-foot cake was fully consumed within just 40 minutes, demonstrating the compelling power of a highly novel, tactile, and participatory marketing experience. 

“We wanted to create a moment of pure disbelief,” said Raghav, Co-founder at Sociowash. “In an era where consumers scroll past thousands of ads daily, we needed to make them stop, question, and engage. The confusion on people’s faces when they realized this billboard was actually cake – that’s the kind of organic engagement that money can’t buy.”

“Offline activations are always challenging when you’re trying to pull off innovations. After the flying billboard and a few other ideas, this one was equally demanding. It needed much more than just getting the right people on board. Creating this huge cake was the biggest task, and after that came the constant “what if?” attitude. As we always say in these situations: 99 things can go wrong, and only one can go right, and that 1 is getting it done perfectly.”, added Shubham Chawla, Business Head.