Mumbai, November 20, 2025 – In a groundbreaking marketing activation that blurred the lines between advertising and reality, Sociowash created India’s first fully edible billboard to celebrate Myntra M-Now’s 1st birthday. The 6-foot installation in Maxus mall, Borivali left consumers genuinely confused, unable to tell if they were looking at a billboard or something else entirely.

The activation tapped into the viral “Is it real or cake?” trend, turning passive viewers into active participants. Mall-goers stopped, stared, and gathered around the installation, apprehensive about what they were seeing. The deliberate ambiguity created exactly what the brand wanted: curiosity and conversation.

“We wanted to create a moment of pure disbelief,” said Raghav, Co-founder at Sociowash. “In an era where consumers scroll past thousands of ads daily, we needed to make them stop, question, and engage. The confusion on people’s faces when they realized this billboard was actually cake – that’s the kind of organic engagement that money can’t buy.”

Once the brave ones took the first taste and word spread, the activation exploded. Within 40 minutes, the entire 6-foot cake was gone, consumed by enthusiastic mall-goers who couldn’t resist being part of the moment.

“Offline activations are always challenging when you’re trying to pull off innovations. After the flying billboard and a few other ideas, this one was equally demanding. It needed much more than just getting the right people on board. Creating this huge cake was the biggest task, and after that came the constant “what if?” attitude. As we always say in these situations: 99 things can go wrong, and only one can go right, and that 1 is getting it done perfectly.”, added Shubham Chawla, Business Head.

The Celebration Continues

As a part of its first birthday celebrations, the edible billboard perfectly captured what M-Now stands for – instant gratification. The installation disappeared almost as quickly as it went viral, with people sharing their disbelief and delight across social media. It proves that the best campaigns don’t just capture attention. They create confusion, curiosity, and conversation.

Imp Links:

https://drive.google.com/drive/folders/1wPxz7L90–nzsrs58tmTc5zJhQyzfiNI?usp=sharing

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Bengaluru – 18th September 2025: Flipkart Group, one of India’s largest and most trusted e-commerce platforms, today announced the completion of a comprehensive, independent self-audit on its digital platforms. The audit has been done to ensure the highest standards of compliance, accountability, and consumer protection with the Central Consumer Protection Authority (CCPA) Guidelines and Advisory for Prevention and Regulation of Dark Patterns, 2023 and 2025. The group company, which includes Flipkart, Myntra, Flipkart Wholesale, and Cleartrip, has always been committed to ensuring that our millions of customers are treated with fairness and transparency. As an organisation, Flipkart recognizes the immense responsibility towards Indian consumers, and has been continuously investing in robust policies, controls, ethical design practices, intense training and awareness programs, and transparent communication to empower consumers with clarity and confidence in their choices.

The comprehensive self-audit completion declaration has been formally submitted to the Hon’ble Secretary, Ministry of Consumer Affairs, Smt. Nidhi Khare, IAS.

Speaking on the development, Rajneesh Kumar, Chief Corporate Affairs Officer, Flipkart Group, said, “We are deeply committed to ensuring every consumer interaction is built on transparency and trust. We’ve continuously sought to uphold the highest standards of compliance, and our recent self-audit across Flipkart, Myntra, Flipkart Wholesale, and Cleartrip is a testament to that commitment. This initiative is a proactive step that reinforces our role as a responsible digital marketplace. We are proud to align with the government’s vision of a transparent digital economy, and we will continue to collaborate with the Ministry of Consumer Affairs and all other stakeholders to strengthen consumer protection.”

Appreciating and acknowledging the initiative, Hon’ble Secretary, Ms Nidhi Khare, IAS, said, “The Ministry appreciates Flipkart’s proactive step in completing a comprehensive self-audit on dark patterns. This demonstrates a clear commitment to putting consumer interests first. Such initiatives are vital for strengthening trust in e-commerce and will serve as a significant benchmark for other platforms to ensure fairness and transparency in their digital practices.”

Flipkart Group reinstates its commitment to working alongside the government in shaping a transparent and equitable digital economy in India. Flipkart Group believes that by making informed choices, shoppers can navigate the digital marketplace with confidence, ensuring their purchase experiences are both enjoyable and secure.

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Mumbai, 13th June: SW Studios, a production studio that creates content across video production, photoshoots and ad films, has launched a new film for Myntra today, completing the project within two days. The film was developed to coincide with Myntra’s Father’s Day campaign on 15th June 2025. It was conceptualized by OML, shot and finalized by SW Studios within a quick timeline, highlighting the tight schedule and efficient coordination required to meet the deadline. The film aims to engage audiences in connection with Father’s Day.

The ad is a humorous take on the term “FD,” which we typically associate with an investment that offers long-term value. In this film, Myntra taps into Gen Z lingo by using the word “drip,” which refers to a cool, fashionable, and stylish look, often featuring high-end clothing or accessories. This Father’s Day, Myntra cleverly reimagines “FD” as Father’s Drip, bringing dads up to speed with modern fashion trends. 

Commenting on the project, Jaunty Director of the film and Head at SW Studios said, “I had the joy of directing this Father’s Day film for Myntra. We had just about two days of pre-production and 24 hours of post to get this out, and honestly, the chaos made it even more fun. Everything had to move fast, from casting, treatment to music, but it all came together instinctively. As a director, it was especially fun to bring the script’s vision to life, playing on how dads often carry the same sense of style for decades. That’s where the retro treatment came from — a visual nod to the timeless ‘dad drip’. And thanks to Myntra, maybe this Father’s Day, that drip’s finally getting an upgrade”.

Speaking about the campaign, Monalisa Panda, Associate Director – Social Media Marketing, Myntra, said, “This campaign is a celebration of the unique charm and enduring influence that fathers bring to our lives, often in quiet, unconventional ways. With ‘Father’s Drip’, we’ve taken a lighthearted yet thoughtful approach to spotlight their style, which often goes unnoticed. Our dedicated Father’s Day Store offers a wide range of curated fashion and lifestyle options to make gifting both meaningful and effortless. Through this film, we aim to bring a smile, spark a moment of connection, and reinforce Myntra’s position as the go-to destination for stylish, relevant, and heartfelt gifting.”

Link: https://www.instagram.com/reel/DK1XEoLJSjd/?igsh=MXU3b2R0YXNuZGV6OQ==

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