MUMBAI: MOMS, an outdoor specialised unit of Madison World, delivered a campaign for Shaadi.com. The aim was to melt more than just ice — the aim was to melt stereotypes.
In Bandra, a life-sized ice sculpture of a ‘Sakth Launda‘ stood under the Mumbai sun, paired with the line: ‘Sakth Launda dhoop mein nahi, sirf tumhare liye pighalta hai.’ The idea — a twist on a pop-culture phrase — was brought to MOMS by Shaadi.com’s in-house creative team. Recognising its spark and potential to create real-world impact, MOMS came on board to lead the end-to-end production, transforming the idea into a tangible and unforgettable experience.
MOMS handled from concept visualization to audience engagement — executing an activation that turned heads at Carter Road and sparked conversation far beyond it. Bringing this to life required meticulous planning and flawless coordination: from sculpting a full-scale human figure entirely out of ice to transporting and installing it in peak summer heat, every detail was a logistical feat. A blend of creative ambition and operational precision, the campaign proved that even the most fleeting mediums — like melting ice — can leave a lasting impression.
The installation drew high engagement both on-ground and online, with countless Mumbaikars stopping to interact, photograph and share the experience.
“This campaign was an opportunity to take a digital-first cultural reference and turn it into a tangible, real-world moment that stopped people in their tracks,” said Deepa Gupta, VP – South & West, MOMS.
“At MOMS, we constantly look for ways to merge creativity with cultural relevance. Melting a stereotype — quite literally — allowed us to push boundaries and craft something unforgettable.
“This idea stood out instantly — fresh, fun, and built for attention. As advertisers, we know that’s the real currency, and creating a real-life iceman helped us earn it. Flipping the ‘sakth launda’ trope made it all the more memorable. Kudos to our in-house creative team and partners for pulling it off so seamlessly,” said Abhishek Malik, Associate Director – Creative & Social, Shaadi.com.
MOMS is a part of Madison World, a homegrown communication agency established in 1988. Madison World operates several specialized brands in the OOH space including Platinum Outdoor, activation specialist Madison TURNT, rural specialist Anugrah Madison, and retail specialist MRP. Madison World, through its 11 units, served over 500 advertisers last year.
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