Out-of-home advertising in India has mostly relied on large visuals and visibility. A fresh collaboration between Zepto, Shaadi.com, and Bold Care at Noida Sector 52 Metro Station have shown something unique this time.
Together, the three brands created a sequential storytelling experience that turned commuters’ heads and sparked conversations.
The execution is simple yet effective. The first hoarding from Zepto reads: “Tum, mai aur do cup chai, sukoon wala pyaar.” It sets the context with a line about companionship. Right next to it, Shaadi.com follows with: “Tum aur mai, forever wala pyaar,” shifting the message into the territory of lifelong commitment. Bold Care wraps the sequence with: “Bas mai, pleasure wala pyaar.” The arc is complete, playful, and instantly relatable.
The campaign works because of its tone. The phrasing is minimal, rooted in colloquial Hindi, and easy for daily commuters to absorb. Together, the billboards move from one stage of a relationship to the next in under 20 steps of walking distance. For thousands of metro users, it’s not just an ad series. It’s entertainment in the middle of their commute.
For marketers, the bigger lesson lies in collaboration. Rather than contending with one another to attract eyeballs, brands can leverage one another. Various businesses, such as food delivery, matrimony, wellness, and so on, have united to narrate a single storyline. The outcome is greater than it would have been with each of those ads individually.
This campaign also highlights the potential of cross-brand creativity. A combination that looked unlikely on paper has created a cultural impact on the ground. Zepto, Shaadi.com, and Bold Care have turned OOH into a conversation point, showing that collaboration can often achieve more than stand-alone visibility. For the Indian advertising industry, it’s an example worth noting.
