Sony LIV brings Gullak 5 to life with piggy bank activation

As anticipation builds around the latest season of Gullak, Sony LIV has taken the beloved show’s most iconic symbol beyond the screen and into the public space through an immersive outdoor activation at Mumbai’s Carter Road. 

At the heart of the campaign stood a giant replica of the show’s signature gullak (piggy bank), instantly drawing attention from visitors along the popular seafront promenade. Designed to celebrate the launch of Gullak 5, the installation transformed a familiar object from the series into a tangible brand experience, creating a direct connection between the show’s narrative and its audience. 

The activation was complemented by multiple branded touchpoints featuring the show’s key characters and messaging, while rows of miniature gullaks added an interactive element to the experience. Visitors were invited to engage with the installation, click photographs, and share their experiences, turning the activation into a social-media-friendly extension of the campaign. 

For fans of the series, the gullak represents far more than a household object. It has become a symbol of the Mishra family’s everyday joys, struggles, memories, and aspirations, elements that have made the show one of India’s most loved family dramas. By bringing this symbol into the real world at scale, Sony LIV created an activation that was instantly recognizable to existing viewers while sparking curiosity among passersby unfamiliar with the show.