No cake? No problem-just free Hershey’s Kisses from a billboard.
In a creative birthday surprise for Zepto’s fourth anniversary, The Hershey Company transformed a massive billboard in Mumbai’s Bandra into a giant dispenser of Hershey’s Kisses. The ad unit, entirely covered with individually packed Kisses, allowed passersby to pull a pack directly off the billboard-revealing a birthday message for Zepto as the chocolates disappeared.
The campaign was executed by Alakh Advertising & Publicity, an outdoor marketing agency well-known for inventive OOH initiatives. It marks an innovative fusion of OOH and experiential guerrilla marketing, engaging audiences in real time and rewarding them immediately.
🍫 More Than Just Chocolate
- Why it works: Hershey’s Kisses have only recently entered the Indian market, launching in 2018 and produced locally in Gujarat. The brand has since ramped up its presence with premium chocolate variants and love-themed campaigns like “Say it with a Kiss” featuring Shraddha Kapoor.
- When it hits: The interactive billboard aligns with Hershey’s ongoing efforts to connect emotionally with consumers across India, playing into nostalgia while offering experiential moments.
- Where it lands: Bandra is Mumbai’s vibrant cultural hotspot-perfect terrain for campaigns that surprise and delight. Real-time social buzz followed, with on-site imagery shared on both Zepto’s and Hershey’s social channels.
Strategic Impact for Zepto & Hershey
- Zepto: Founded in July 2021 by Aadit Palicha and Kaivalya Vohra, the quick-commerce startup has rapidly risen as a delivery powerhouse across major Indian cities. This campaign underscores Zepto’s reputation for fast, fun, and spontaneous customer engagement.
- Hershey’s: The brand’s move capitalizes on its growing distribution in India and creative marketing prowess. The collaborative nature of the stunt cements its position as a premium chocolate innovator embracing hybrid ad formats.
OOH Innovation with Real-World Reward
This billboard exemplifies how out-of-home (OOH) advertising can evolve into real-world experience marketing-delivering both interaction and instant gratification. With consumers increasingly craving tactile experiences, campaigns that physically engage people-rather than just visual reach-can create lasting brand impressions.
