Sony LIV and Sakshi Advertising Unleash a Giant ‘Gullak’ at Mumbai’s Carter Road

Mumbai, India — There are ambient marketing campaigns, and then there are campaigns that literally bring a piece of nostalgia directly to the streets. To celebrate the highly anticipated launch of Gullak Season 5, Sony LIV joined forces with Sakshi Advertising to execute an experiential OOH (Out-of-Home) activation that has quickly become the talk of the town. Setting up camp at Mumbai’s iconic Carter Road promenade, the teams unveiled a massive, larger-than-life physical replica of the show’s titular character: the beloved Gullak (piggy bank).

Bringing the Mishra Family’s Voice to Life

For four seasons, the narrator of TVF’s hit slice-of-life drama hasn’t been a person, but an inanimate clay piggy bank holding the memories, bickerings, and triumphs of the middle-class Mishra family. For Season 5, Sakshi Advertising decided to pull that very narrator out of the digital screen and place it directly against the backdrop of the Arabian Sea.

The installation features a giant, beautifully crafted clay-colored Gullak mounted on a branded stage, flanked by posters showcasing the returning cast—including Jameel Khan, Geetanjali Kulkarni, Harsh Mayar, and Sunita Rajwar.

Beside the main monument, a table draped in black displays rows of miniature, custom gullaks, giving passing Mumbaikars a tangible, nostalgic takeaway from the activation.

Why This Experiential Strategy Hits the Mark

In a world oversaturated with standard digital billboards, this physical, location-based deployment works beautifully for several reasons:

• High Foot-Traffic Integration: Carter Road is a hotspot for walkers, youth, and families. Placing a giant, nostalgic structure right in their path guarantees high dwell time and organic curiosity.

• The “Instagrammable” Factor: The contrast of a traditional Indian clay piggy bank against the modern Mumbai coastline creates a perfect photo-op. The cast of the show even visited the installation themselves, driving massive waves of user-generated content (UGC) across Instagram and Twitter.

• Perfect Emotional Alignment: Gullak succeeds because it feels real, grounded, and tangible. An over-the-top, flashy neon display wouldn’t fit the show’s ethos. A simple, beautifully sculpted earthen pot does.

Amplifying the Buzz for Season 5

The activation perfectly complements the digital rollout of Season 5 on Sony LIV. As the Mishra family navigates new changes—from home upgrades and career growth to adapting to modern digital realities—this physical installation serves as a reminder that no matter how fast life moves, some traditions remain deeply rooted.