To celebrate its first anniversary, Myntra’s lightning-fast delivery arm M-Now pulled off a bold, mouth-watering marketing stunt — a six-foot edible billboard placed inside Maxus Mall in Borivali, Mumbai. What looked like a conventional advertisement actually turned out to be a giant cake, leaving onlookers both delighted and bewildered.
A Campaign That Blurs Reality and Indulgence
The activation, created by the agency Sociowash, tapped into the viral “Is it real or cake?” trend — intentionally making people question whether what they were seeing was an advertisement or a dessert. As mall visitors stopped and stared, the ambiguity sparked curiosity and spontaneous engagement.
Raghav, Co-founder of Sociowash, explained the idea behind the stunt: “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.”
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A Swift Disappearance & Social Buzz
True to its promise of instant gratification, the cake billboard didn’t last long. Within 40 minutes, it was completely devoured by excited mall-goers who couldn’t resist taking a bite. The unusual spectacle quickly exploded on social media, as people shared photos and videos of the edible installation, sparking conversations and earning the campaign earned widespread praise.
It has survived not only five centuries.
Why It Works — Beyond Just a Gimmick
Inspiring Participation: By inviting people to taste the billboard, Myntra turned a passive advertisement into an interactive experience.
Aligning Brand with Experience: The edible billboard perfectly reflects M-Now’s core promise — immediacy and delight. The fact that it could be eaten mirrors the brand’s “get it fast” identity.
Creating Shareable Moments: The surreal nature of a cake that looks exactly like a billboard made for instant shareability, driving organic reach.
The Celebration Continues
In addition to the billboard, Myntra is extending its birthday celebrations beyond the mall. As part of the anniversary campaign, there’s a promise of assured return gifts on every M-Now order placed on 20th November, making the day even more rewarding for users.
Takeaway:
Myntra’s edible billboard is more than just a creative stunt — it’s a smart piece of experiential marketing that captures the essence of M-Now (“now” = instant), turns fleeting attention into real engagement, and rewards its customers in a memorable, share-worthy way.
