Laqshya Media Group, in collaboration with Arpan, has executed a handcuff-themed outdoor installation in Mumbai as part of Arpan’s Child Safety Week campaign and its #POCSOPakadLega theme. The initiative seeks to raise awareness of child sexual abuse and highlight legal accountability under the POCSO Act.
The location was chosen for its visibility and long dwell time, with the potential to reach large volumes of commuters daily.
The structure includes an oversized handcuff motif to convey the campaign’s message. Its execution required fabrication planning, permissions and safety review to ensure the installation met compliance norms without obstructing traffic.
Vidya Balan, Arpan’s goodwill ambassador, features across campaign hoardings and digital communication to support visibility for the initiative.
Atul Shrivastava, director & CEO, Laqshya Media Group, said: “We wanted to use more than just posters or ads; we wanted a real-world activation… With this installation, we’re standing with Arpan and saying: child safety is everyone’s responsibility — and offenders will face the law.”
Arpan noted the installation as part of a broader effort to break silence around child sexual abuse.
Pooja Taparia, founder and CEO, Arpan, said: “Now in its 7th year, Child Safety Week… through the #POCSOPakadLega campaign contributed towards dismantling the culture of silence surrounding Child Sexual Abuse and bringing conversations into the open… We sincerely thank Laqshya for their steadfast partnership, which played a crucial role in expanding the reach and increasing visibility.”
The initiative forms part of Laqshya Media Group’s broader work in socially oriented outdoor campaigns and experience-led public awareness executions.
MARS Cosmetics has taken its ‘Living the MARS Life’ campaign beyond digital media through experiential activations in Mumbai and Delhi.
In Mumbai, MARSIE, the brand’s mascot, travelled around the city in a branded cab for three days, covering locations such as Marine Drive and the Sea Link while interacting with consumers.
Suramya Patsaria, marketing manager, MARS Cosmetics, said: “Living the MARS Life is about turning everyday moments into experiences that feel uniquely yours. With MARSIE, we wanted to bring that idea to life on Mumbai’s streets and let people experience the campaign beyond the screen.”
In Delhi, MARS partnered with Giani’s for a branded canter that travelled across parts of the city, bringing the two brands together through an on-ground consumer activation.
Tanya Rashi, marketing manager, MARS Cosmetics, said: “With Giani’s, one of India’s most loved ice cream brands, we wanted to bring Living the MARS Life into a familiar everyday moment. The canter gave us a fun way to bring two brands together and create an experience that consumers could enjoy and engage with.”
Ahead of the opening of its new Connaught Place store, adidas Originals is celebrating some of the neighbourhood’s long-standing establishments through a series of experiential activations.
The initiative brings the brand together with establishments including Nizam’s, Nirula’s, Gillu Florist, Mahatta & Co. and Radio & Gramophone House, highlighting their association with Connaught Place and its cultural identity.
Instamart has launched a contextual outdoor campaign in Bengaluru that puts an LPG cylinder and an antacid in the same shopping cart.
The billboard features HPCL’s HP Navya composite LPG cylinder and Digene alongside the line, ‘Gas problem? We got you.’ The idea plays on the two meanings of ‘gas’ — the fuel used in kitchens and the digestive discomfort associated with food.
The campaign, conceptualised in-house, is also being amplified on social media.
Commenting on the OOH campaign, Mayur Hola, head of Brand – Swiggy, said: “Some gas problems need an LPG cylinder. Some need Digene. We figured, why not put both in the same cart? The idea was to take a phrase everyone knows, give it an Instamart spin and have a little fun with the fact that our carts can now solve some pretty different problems. It’s a small reminder that when everyday life throws something at you, chances are Instamart has a solution for it.”
The campaign follows Instamart’s recent partnership with Hindustan Petroleum Corporation Limited (HPCL), through which consumers in select areas of Bengaluru can order HP Navya 10kg composite LPG cylinders and 5kg metal LPG cylinders on the platform.
Instamart said the service marked the first on-demand LPG cylinder delivery service through a quick-commerce platform in India. The cylinders are fulfilled by HPCL’s authorised distributor network and delivered by trained personnel in line with applicable safety and regulatory requirements.
Digene is also available on Instamart as part of its OTC healthcare range.
