Cars24 navigates Gurugram floods with real-world OOH boat activation

Cars24 turned Gurugram’s flooded streets into an unconventional out-of-home activation, deploying a branded boat on waterlogged roads to transform a weather disruption into a timely brand experience. 

According to a LinkedIn post by Vipul Setia, Builder – Brand, Content & Creative, Cars24, the idea had originally been planned with a branded boat stationed in Mumbai, waiting for suitable monsoon conditions. However, after nearly three weeks of inconsistent rainfall, the activation was swiftly relocated when Gurugram experienced severe flooding. Within 24 hours, the team sourced another boat locally, branded it, mapped waterlogged stretches, and took the activation live. 

Instead of creating a CGI film or AI-generated visual around the floods, Cars24 chose to execute the idea in the real world. The branded boat carrying people through flooded streets became an attention-grabbing spectacle, demonstrating how speed, adaptability and contextual thinking can elevate an OOH activation beyond traditional formats. 

The activation’s production was executed by Sakshi Advertising.