Mumbai: MOMS, an outdoor specialist unit of Madison World, in collaboration with matchmaking platform Shaadi.com, executed a culturally rooted OOH campaign in Lucknow that had the city buzzing.
The campaign featured a kadhai installation. Shaadi.com that celebrates the quirks and colours of relationships and Indian weddings, drew inspiration from a North Indian belief: “Kadhai se kha liye? Shaadi mein baarish pakki!”, a humorous superstition that forms part of countless wedding-season banters across North India. By transforming a simple household kadhai into a striking visual centrepiece, the campaign brought alive a slice of desi humour that resonated with North Indians. The activation evoked laughter, nostalgia and inspired countless selfies, creating a memorable and shareable brand experience.
Jayesh Yagnik, CEO, MOMS, said, “With this campaign, we wanted to bring Shaadi.com’s playful and relatable side into the public space in a way that truly resonates with regional culture. The Kadhai idea taps into a familiar wedding-season superstition and turns it into a moment of joy and connection. At MOMS, we believe great outdoor work doesn’t just capture attention, it captures emotion and this campaign does exactly that.”
Johanna Israni, Brand Manager – Creative and Social, Shaadi.com, also commented, “Some of the best ideas are born from the simplest memories. This one took us straight back to the kitchen, that moment of sneaking a bite straight from the kadhai and being told we’ve guaranteed rain at our wedding! We took that universal memory and turned it into a life-sized spectacle that was impossible to ignore. The amazing team brought together the giant kadhai, everyone’s favourite free food, and a shared core memory so effortlessly that the connection with audiences felt instant. No hard sell, just a shared smile.”
The campaign was conceptualised and executed by Shaadi.com’s Creative and Social Team in close collaboration with the MOMS team. Amplification support was extended by Pulpkey, ensuring the campaign reached wider digital audiences organically.
