Myntra M-Now marks first anniversary with edible billboard stunt

Myntra M-Now’s first-birthday campaign introduced what is described as India’s first fully edible billboard, created by Sociowash. Installed at Maxus Mall in Borivali, the six-foot structure was designed to resemble a conventional billboard while being entirely made of cake. The ambiguity prompted mall visitors to pause, observe and question whether the installation was real, effectively transforming a static display into an interactive moment.

The activation leveraged the widespread ‘Is it real or cake?’ trend, encouraging viewers to engage directly rather than passively consume the message. According to Raghav, co-founder at Sociowash, the intention was to create a moment that compelled people to stop scrolling, think and participate. He noted that the confusion on visitors’ faces once they realised the billboard was edible generated the type of organic engagement the agency aimed for.

Once visitors sampled the cake, the activation escalated quickly. The entire installation was consumed within 40 minutes, driven by word-of-mouth inside the mall and the novelty of the experience. Shubham Chawla, business head at Sociowash, said offline innovations pose significant challenges, adding that the team had to manage both the complexity of creating such a large cake and the uncertainties associated with executing a unique installation in a public space.

The edible billboard was positioned as a reflection of the M-Now proposition of instant gratification. As the activation gained traction, visitors shared images and reactions across social platforms, extending the impact beyond the mall. The initiative demonstrated how unconventional physical experiences can drive conversation, curiosity and shareability, reinforcing the role of experiential creativity in contemporary brand communication.