Mumbai, India — Myntra M-Now celebrated its first anniversary with a unique marketing activation at Maxus Mall in Borivali, featuring India’s first fully edible billboard. The 6-foot installation, created by Sociowash, left mall-goers questioning whether they were looking at a conventional billboard or something entirely edible.
The activation tapped into the viral “Is it real or cake?” trend, drawing crowds who stopped to observe and interact with the installation. According to the organisers, the deliberate ambiguity was intended to spark curiosity and conversation among consumers.
Raghav, co-founder of Sociowash, said, “We wanted to create a moment of pure disbelief. 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 realised this billboard was actually cake — that’s the kind of organic engagement that money can’t buy.”
As visitors sampled the installation, the edible billboard was entirely consumed within 40 minutes, reflecting the interactive nature of the campaign.
Shubham Chawla, business head at Sociowash, added, “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.”
