Fashion platform Myntra celebrated its 1st birthday with one of the most unexpected OOH stunts of the year: a billboard made entirely of cake. Instead of launching discounts or traditional ads, the brand invited people to literally taste the celebration. With a bold pink installation asking “Billboard or Cake?”, Myntra turned a standard advertising space into a playful experiential OOH moment that blended creativity, interaction, and social buzz.
A billboard you can actually eat
Positioned in a high-traffic urban space, the edible billboard was created using real cake, frosting, and pastry materials. Passersby were encouraged to grab a spoon and take a bite — transforming a static medium into a multisensory experience. The headline asked a simple, irresistible question: “Billboard or Cake?”
The execution invited curiosity and participation, turning a traditional advertising format into a memorable moment that blurred the line between visual communication and real-world engagement.
OOH designed for delight and shareability
In a landscape crowded with visual messaging, Myntra broke through by tapping into sensory interaction. The edible billboard wasn’t just something to look at — it was something to taste. This instantly elevated the installation into a share-worthy moment tailor-made for social media.
The vibrant pink frosting, the oversized typography, and the unexpected nature of the build made it impossible to ignore. What could have been a traditional anniversary announcement became an interactive street-level celebration.
A campaign engineered for virality
As people gathered around the billboard to take photos, record reactions, and try a bite, social media naturally amplified the campaign. Instagram, TikTok, and X quickly filled with user-generated clips showing the edible structure in action. The simplicity of the idea — “come eat our billboard” — made it instantly memorable and highly shareable.
Rather than relying on paid media alone, Myntra leveraged real-world participation to fuel digital visibility. The billboard itself became a content engine.
Storytelling through experience
More than a visual stunt, the edible billboard reinforced Myntra’s brand as playful, modern, and customer-centric. By encouraging the audience to join the celebration physically, the brand built a moment of connection that went beyond messaging — it became a shared memory.
The campaign demonstrates how experiential OOH can transform a simple occasion into a cultural talking point. In this case, the birthday celebration wasn’t just announced — it was experienced.
Final thoughts
Myntra’s edible billboard stands as a strong example of how brands can use outdoor media not only to communicate but to engage. By blending creativity, humor, multisensory interaction, and social amplification, Myntra delivered an anniversary moment that was bold, surprising, and unforgettable.
In a world where consumers crave authenticity and originality, the message was clear: sometimes the sweetest ideas come from thinking outside the frame — and inside the cake.
FAQs about this campaign
What is the Myntra edible billboard campaign about?
To celebrate its 1st birthday, Myntra transformed a traditional billboard into a real cake, inviting people to grab a spoon and discover that the ad was completely edible.
Why does the ‘Billboard or Cake?’ idea stand out?
Because it goes beyond visuals and uses taste, touch, and participation to create a memorable OOH experience that people want to photograph, share, and talk about.
How does this campaign use OOH differently?
Instead of a static message, the billboard becomes an interactive object in the city—blending outdoor media, live experience, and social content in one execution.
What role did social media play?
As people tasted the billboard and filmed their reactions, Instagram, TikTok, and other platforms amplified the stunt organically, extending the reach far beyond the physical site.
What can brands learn from Myntra’s edible billboard?
That bold, participatory ideas—especially those that turn OOH into a multisensory experience—can generate strong engagement, PR value, and brand recall with a single iconic placement.
Craft emotive OOH that resonates
Explore high-visibility print and OOH formats that elevate brand values and recall.
