In a bold, category-defining marketing move, Sociowash has unveiled India’s first fully edible billboard, created to celebrate Myntra M-Now’s first birthday. The never-seen-before installation, displayed at Maxus Mall in Borivali, sparked widespread curiosity as consumers struggled to understand whether they were seeing a billboard—or a giant cake.
The six-foot edible structure tapped into the globally viral “Is it real or cake?” trend, transforming a passive viewing moment into an interactive public experience. Shoppers paused mid-walk, circled the installation, and stared in disbelief as they attempted to decode the visual illusion.
“We wanted to create a moment of pure disbelief,” said Raghav, Co-founder at Sociowash. “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.”
When the first few brave spectators took a bite, the atmosphere shifted instantly. Word spread, videos rolled, and curiosity turned into celebration. In just 40 minutes, every last piece of the 6-foot cake was gone—devoured by delighted onlookers who were thrilled to be part of the activation.
“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,” added Shubham Chawla, Business Head, Sociowash. “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 one is getting it done perfectly.”
A Delicious Celebration of Instant Gratification
The edible billboard reflects the very essence of Myntra M-Now—instant gratification. It didn’t just gain attention; it disappeared almost as quickly as it went viral. Social media lit up with videos, reactions, and amused disbelief from people who witnessed the campaign firsthand.
The activation demonstrates how iconic brand moments are no longer only about visibility—they are about participation, curiosity, and connection. With this campaign, Sociowash and Myntra M-Now proved that the most memorable ideas are the ones that leave people talking long after the cake is gone.
