Description
When Big Billion Days returned, we didn’t want to announce it. We wanted people to discover it a “Kuch Bhi Ho Sakta Hai” way. Because nothing sparks conversation like something you shouldn’t see, in a place it shouldn’t be. Rejecting traditional media, we created a guerrilla activation at an impossible scale. By transforming acres of land near Bengaluru and Kanpur airports into massive Big Billion Days logos, only visible from the sky. From the ground? Nothing. From a routine flight landing? Unmissable. Passengers spotted our mediascapes mid-descent, questioned it, captured it and shared it instantly. Taking off across feeds and headlines. 11.9M+ Views 235K+ Engagements 2M+ Reach 12M+ Earned Media Our people-made hashtag, topped Google AI search trends. Without interrupting anyone, we inserted ourselves into a moment no brand had owned before. Creating an activation that other brands aped! A guerrilla idea not placed in the world. But hidden in plain sight above it.
