Being Human, the clothing brand backed by Bollywood superstar Salman Khan, celebrated his birthday with a spectacular OOH campaign titled “#BhaiKaBirthday.” The initiative transformed Mumbai’s iconic Bandra Linking Road into a vibrant display of branding, emotion and innovation, paying tribute to the actor’s massive fanbase and influence.
The campaign, orchestrated by Apex Aim, leveraged media spaces owned by Apar Advertisers to ensure seamless execution and maximum visibility. At its heart was a striking hoarding showcasing Salman Khan holding a dumbbell-shaped bag, paired with the tagline, “Weightlifting toh banta hai!” This creative blend of fitness and fashion perfectly encapsulated the brand’s identity and Salman’s signature charm. The message also promoted a flat 50 per cent discount, delivering a compelling call to action that strongly resonated with his fan base.
The campaign’s strategic placement on Bandra Linking Road, a bustling hotspot synonymous with Salman Khan’s personal and professional journey, ensured maximum visibility and emotional resonance. This location, often considered the actor’s home turf, added a sentimental dimension to the festive branding effort.
Featuring bold visuals and a celebratory message, the campaign captured the festive mood, leveraging Salman’s unparalleled popularity to engage audiences on both an emotional and commercial level.
The campaign extended beyond static displays with dynamic street-level activations. Young promoters carried oversized shopping bags designed like dumbbells, mimicking the iconic imagery from the hoardings. This interactive execution created a unified visual language, catching the attention of passersby and sparking buzz around the campaign.
By seamlessly blending branding with interactive experiences, the “#BhaiKaBirthday” campaign demonstrated the power of OOH advertising to merge creativity, sentiment and strategic marketing. It marked a memorable celebration of Salman Khan’s birthday while strengthening the connection between Being Human and its audience.
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