MAM
Cake it till you make it as Myntra M-Now serves India’s first edible billboard
MUMBAI: If you’ve ever wondered whether advertising is getting too real, Mumbai just took a bite out of the answer literally. In a marketing stunt that melted the line between illusion and indulgence, Sociowash created India’s first fully edible billboard to mark Myntra M-Now’s first birthday. The six-foot installation at Maxus Mall, Borivali blended so seamlessly into its surroundings that shoppers couldn’t tell whether they were staring at a display or dessert.
Inspired by the viral “Is it real or cake?” trend, the activation didn’t just attract attention; it arrested it. People stopped mid-stride, circled the installation, argued, poked, filmed and whispered. The deliberate ambiguity delivered exactly what the brand had signed up for: chaos, curiosity and a crowd.
“We wanted to create a moment of pure disbelief,” said Sociowash co-founder Raghav. “Today, consumers scroll past thousands of ads without blinking. To make them stop, question and engage that’s the modern marketer’s jackpot. The look on their faces when they realised the billboard was cake… that’s organic engagement money can’t buy.”
And Mumbai took its time believing. But once the first brave mall-goers tasted the truth, the floodgates opened, the entire six-foot cake vanished in just 40 minutes, devoured by delighted onlookers eager to be part of the moment.
The team behind it insists the execution was anything but simple. “Offline innovations are always a gamble,” said Sociowash business head Shubham Chawla. “After pulling off a flying billboard, this idea was equally demanding. Creating a cake this big was the toughest task. Then came the constant ‘what if?’ what if it collapses, melts, breaks? As we always say: 99 things can go wrong, and only one can go right. And that one is getting it done perfectly.”
As part of M-Now’s first-birthday celebrations, the edible billboard embodied what the quick-commerce brand stands for instant gratification. The installation disappeared almost as fast as it went viral, with social media flooded by videos of disbelief turning into delight.
Beyond its sugar-coated spectacle, the activation proved a larger point, the best campaigns don’t just stop you from scrolling, they make you stop and think. They spark confusion, stir conversation and invite participation. They turn passive audiences into co-creators of the moment.
Sociowash’s billboard didn’t just advertise a birthday. It gave Mumbai a slice of it.
MAM
Promotedge marks 11 years with expansion into D2C and performance marketing
Kolkata-based agency strengthens global footprint and launches new platforms.
MUMBAI: Promotedge has spent 11 years quietly building momentum and now it’s ready to take a much bigger leap. The Kolkata-based integrated marketing and branding agency, founded in 2015, has completed 11 years of steady growth, evolving from a local creative firm into a full-service marketing partner with a growing international presence. With operational hubs in the US and Canada through its platform PromotEdgeDigital, the agency now serves clients across India, the US, Canada, Australia, and the Middle East.
Over the past 11 years, Promotedge has partnered with more than 200 businesses across diverse industries. Guided by its “Digitally Desi” philosophy which blends cultural insight with data-driven execution, the agency offers end-to-end services including web solutions, digital marketing, creative design, brand planning, and audio-visual production.
In its eleventh year, the agency made significant strides by developing branded IPs and content series for the automotive and industrial sectors, creating audio-visual content for international sporting bodies like the Fédération Internationale de Volleyball, and strengthening its performance marketing capabilities, particularly on quick-commerce platforms such as Zepto, Blinkit, Flipkart, and Swiggy Instamart.
To further boost its D2C focus, Promotedge has integrated the operations of Fizzle Digital into its performance marketing division, now led by founders Avi Saraf and Jhalak Agarwal. The agency continues to serve B2B clients in sectors like steel, energy, engineering, and infrastructure.
Beyond traditional services, Promotedge has introduced new platforms. DesiMachines is an online marketplace for heavy engineering and construction equipment, supported by two financial institutions and six top OEMs. The agency also launched Pexora, a joint venture with Prodigy focused on workspace design, branding, experiential marketing, and Digital Out-of-Home (DOOH) solutions in Eastern and North Eastern India.
Additionally, Promotedge nurtures The Trip Space, a boutique travel brand that curates personalised, luxury journeys for high-net-worth travellers.
Promotedge CEO Saurav Agarwal said, “PromotEdge has always been built with a long-term vision. Our goal is to develop capabilities that provide long-term value to our clients.”
As it approaches its 12th year, the agency plans to expand its global clientele, deepen D2C and performance marketing capabilities, invest in AI-enabled solutions, and strengthen its platform-led initiatives.
From a modest start in Kolkata to building platforms and partnerships across borders, PromotEdge is proving that smart, culturally rooted marketing can travel far and deliver real impact. The agency is clearly gearing up for an even bigger chapter ahead.
