Mumbai: MOMS Outdoor, the outdoor specialist unit of Madison World, partnered with Sony LIV to create an immersive fan experience celebrating the launch of Gullak Season 5 at Carter Road, Bandra, Mumbai.
Inspired by the warmth, nostalgia, and everyday charm that has made Gullak one of India’s most loved OTT franchises, the activation recreated the world of the Mishra family through a series of interactive installations, themed games, engaging activities, giveaways, and dedicated photo opportunities.
Conceptualised to extend the storytelling experience beyond the digital screen, the on-ground activation offered fans an opportunity to engage with the show’s familiar moments and relatable universe in an experiential format. The event drew enthusiastic participation from families, young adults, and long-time followers of the series, generating excitement around the latest season.
Adding to the engagement, the cast of Gullak Season 5 — Jameel Khan, Geetanjali Kulkarni, Anant V. Joshi, Helly Shah and Harsh Mayar — interacted with fans and participated in various on-ground activities, making the event more memorable for attendees.
The campaign’s impact was further amplified through creator-led content and social media engagement, extending conversations around the new season beyond the venue and strengthening audience participation across platforms.
Commenting on the initiative, Deepa Gupta, Senior Vice President, West & South MOMS Outdoor, said, “Our objective was to translate the charm of Gullak into a tangible, real-world experience that audiences could actively participate in. Working closely with Sony LIV, we conceptualised an activation featuring themed zones, interactive engagements, and nostalgic touchpoints inspired by the world of Gullak. The response to the activation was a testament to the show’s connection with audiences and the impact of thoughtfully curated experiences.”
A Sony LIV spokesperson said, “Gullak holds a special place in the hearts of audiences across the country. Over the years, the Mishra family has become synonymous with warmth, nostalgia and relatable storytelling, making Gullak one of India’s most loved OTT franchises. As we celebrate Season 5, we wanted to bring that experience beyond the screen and give fans an opportunity to engage with the world of Gullak in a meaningful and memorable way. The overwhelming response to the activation is a reflection of the deep connection audiences continue to share with the show.”
MOMS is part of Madison World, a diversified Indian communications group with offerings across media, public relations, creative and sports. Through its network of specialised brands across outdoor, activation, rural and retail marketing, the group serves a wide portfolio of advertisers across categories.
