Ob & Gob took its festive campaign off the screen and onto the sand this week, installing a larger-than-life billboard at Juhu Beach in Mumbai featuring a motorised hand that literally pops open a giant sundae can. Announced on November 4, 2026, the activation extends the ice cream brand’s “Let’s Pop Some Cold Ones” campaign into physical space, building on its association with cricket legend and commentator Ravi Shastri.
The mechanic is simple and immediately legible. An oversized hand, dynamic movement and enlarged product visuals recreate the familiar act of opening a can at architectural scale, turning a routine gesture into a moment of surprise in one of Mumbai’s busiest public spaces. At the centre of the installation sits Ob & Gob’s signature sundae-in-a-can, the format that distinguishes the brand from conventional tubs and sticks.
“With ‘Let’s Pop Some Cold Ones’, we gave a familiar phrase a playful ice cream twist on screen. Taking that idea offline and onto a billboard at Juhu Beach felt like the natural next step,” said Arvind Ramachandran, Chief Marketing Officer of Dairy Day Ice Creams. “A giant hand popping open a can is exactly the kind of unexpected spectacle and playful chaos we want people to associate with Ob & Gob. It also puts our distinctive sundae-in-a-can format right at the heart of the experience.”
The installation matters because it moves the product, not the brand logo, to the centre of the execution. Most OOH for packaged goods relies on pack shots and price flashes; here the pack becomes a physical prop, and the consumer action of opening it becomes the creative device. That shift changes what the billboard does: instead of announcing an offer, it stages a behaviour that passers-by recognise from their own kitchens, terraces and beach walks.
Juhu Beach is a well-chosen venue. The shoreline draws a dense mix of families, young adults, tourists and evening walkers, and it is one of the few Mumbai locations where a large-scale installation can be approached on foot from multiple directions rather than viewed only from a moving car. For a brand targeting Gen Z and millennial consumers, that combination of dwell time and shareable spectacle is close to ideal.
The campaign’s humour also travels. The line “Let’s Pop Some Cold Ones” borrows a phrase usually associated with drinks and applies it to ice cream, and the Ravi Shastri association gives the joke a familiar voice. Extending that from a social film into a physical installation turns a campaign idea into a branded experience that people can photograph and post — the kind of earned distribution that stretches a modest media budget.
Distribution supports the awareness push. Ob & Gob Ice Cream is now widely available across leading quick-commerce platforms including Blinkit, Zepto, Swiggy Instamart, Flipkart Minutes, Amazon Now and Big Basket, across metros and tier 2 towns in the South and West, with the brand’s footprint now extending to Delhi NCR. The Juhu installation therefore sits at the top of a funnel that can convert quickly: a viewer who is intrigued on the beach can order the product the same evening.
For the Indian OOH market, the activation is part of a broader shift toward mechanical and kinetic installations that give static sites a reason to be talked about. As digital screens proliferate and CPMs rise in metros, physical spectacle offers a different kind of value: it cannot be skipped, it is inherently local, and it generates content that circulates far beyond the site itself.
Why it matters: Ob & Gob’s motorised hand installation at Juhu Beach turns a pack-opening gesture into a physical spectacle, showing how challenger FMCG brands in India can use kinetic OOH to generate shareable content and connect awareness directly to quick-commerce availability.
Source: Adgully
