Myntra M-Now celebrated its first anniversary with an unconventional, high-impact activation that blurred the boundaries between advertising and experiential marketing. In partnership with creative agency Sociowash, the brand unveiled India’s first fully edible billboard – a six-foot installation placed at Maxus Mall, Borivali – instantly sparking intrigue and viral buzz.

Inspired by the globally popular “Is it real or cake?” trend, the activation was crafted to spark curiosity and momentary disbelief. Shoppers paused mid-stride, uncertain whether they were viewing a static billboard or an elaborate dessert disguised as one. This deliberate confusion became the core of the experience, encouraging people to gather, inspect, and ultimately engage with the installation.

“We wanted to create an unforgettable moment of disbelief,” said Raghav, Co-founder, Sociowash. “In a world where consumers scroll past endless ads, the challenge was to make them stop and think. Watching people slowly realize the billboard was actually cake – that was the kind of authentic engagement brands dream of.”

Once a few bold visitors took the first bite, the activation transformed into a crowd magnet. Within just 40 minutes, the entire six-foot structure was consumed. Videos and reactions quickly circulated online, amplifying the buzz well beyond the mall.

Reflecting on the execution, Shubham Chawla, Business Head at Sociowash, added, “Innovations like these come with 99 things that can go wrong. Achieving that one perfect outcome is what makes it remarkable.”

The edible billboard encapsulated M-Now’s core promise – instant gratification – delivering a celebration that was as surprising as it was shareable.