Shaadi.com’s ‘sakht launda’ ice sculpture on Carter Road

MOMS, an outdoor specialized unit of Madison World, delivered a bold, culturally resonant campaign for Shaadi.com that melted more than just ice — it melted stereotypes.

In the heart of Bandra, a life-sized ice sculpture of a “Sakth Launda” stood under the Mumbai sun, paired with the unforgettable line: ‘Sakth Launda dhoop mein nahi, sirf tumhare liye pighalta hai.’ The idea — a clever twist on a popular pop-culture phrase — was brought to MOMS by Shaadi.com’s in-house creative team. Recognizing its spark and potential to create real-world impact, MOMS came on board to lead the end-to-end production, transforming the idea into a tangible and unforgettable experience.

MOMS handled from concept visualization to audience engagement — executing an activation that turned heads at Carter Road and sparked conversation far beyond it. Bringing this to life required meticulous planning and flawless coordination: from sculpting a full-scale human figure entirely out of ice to transporting and installing it in peak summer heat, every detail was a logistical feat. A powerful blend of creative ambition and operational precision, the campaign proved that even the most fleeting mediums — like melting ice — can leave a lasting impression. The installation drew high engagement both on-ground and online, with countless Mumbaikars stopping to interact, photograph and share the experience.

“This campaign was an opportunity to take a digital-first cultural reference and turn it into a tangible, real-world moment that stopped people in their tracks,” said Deepa Gupta, VP – South & West, MOMS.
“At MOMS, we constantly look for ways to merge creativity with cultural relevance. Melting a stereotype — quite literally — allowed us to push boundaries and craft something unforgettable.”

Abhishek Malik, Associate Director – Creative & Social, Shaadi.com, shared “This idea stood out instantly — fresh, fun, and built for attention. As advertisers, we know that’s the real currency, and creating a real-life iceman helped us earn it. Flipping the ‘sakth launda’ trope made it all the more memorable. Kudos to our in-house creative team and partners for pulling it off so seamlessly.”