From screen to street, Instagram is now trending across Delhi — not on phones, but on bus shelters.
The social media giant has launched a vibrant and interactive outdoor campaign on JCDecaux bus shelters across Delhi, turning everyday transit zones into immersive reflections of digital culture.

With backlit displays, visual storytelling, and nods to trending creators, Instagram’s campaign is more than just a brand push — it’s a celebration of community, creativity, and real-world presence.

The Idea: From Digital Feed to Physical Street

Instagram has always been about moments. This time, it’s making those moments live and breathe beyond the screen.

The campaign showcases:

• Top Indian creators and influencers from fashion, food, art, and music

• Interactive QR codes leading to Reels and creator profiles

• Visuals themed around expression, authenticity, and creative freedom

• Short punchlines like “This Reel Deserves a Stop” and “Made for Likes, Lit for the Streets”

Each bus shelter becomes a physical extension of the platform’s ethos, inviting Delhiites to engage with Instagram in a new, tactile way.

Why JCDecaux Bus Shelters? Strategic Urban Touchpoints

JCDecaux bus shelters offer prime visibility, sustained audience dwell time, and evening-friendly backlighting — making them ideal for Instagram’s target:

• Young, mobile-first professionals

• Students and creators in Delhi’s university pockets

• Commuters and shoppers in high-footfall neighborhoods

• Digital-savvy Gen Z and Millennials who already live on the platform

Key locations include:

• Connaught Place

• South Ex & Lajpat Nagar

• Hauz Khas & SDA Market

• Karol Bagh, Rajouri Garden, and Janakpuri

• Dwarka and Saket bus corridors

Each location was selected to ensure hyperlocal relevance and cultural resonance.

Creative Aesthetic: Bold, Bright, and Reel-Ready

True to Instagram’s identity, the creatives are:

• Gradient-rich with purple, orange, and pink tones

• Featuring candid creator moments — not airbrushed perfection

• Encouraging discovery, fun, and the #DoItOnReels movement

• Designed to pop both day and night with backlit, high-res visuals

Some shelters even feature motion-triggered lighting, bringing the design to life as people approach — mimicking the dopamine-hit of opening the app itself.

The Goal: Make Instagram Feel Local Again

In an age of global content saturation, this campaign reclaims Instagram as a local platform — made for and by the people of Delhi.

The creatives promote:

• Regional creators speaking in local languages

• Cultural moments like street food, indie music, and urban art

• A sense that Instagram isn’t just international — it’s incredibly Indian

By taking this to the street, Instagram also shifts perception: from online-only to all-around-you.

Audience Engagement: Selfies, Scans, and Stories

The campaign is already generating a wave of real-world interaction:

• Commuters are taking selfies at branded shelters, tagging creators and the official @instagram handle

• Students are scanning QR codes, getting redirected to niche Delhi-based Reels

• Influencers featured in the campaign are posting BTS and thank-you videos, amplifying visibility

• Digital creators not featured are sharing the campaign, asking, “Next time, Instagram?”

In essence, this is outdoor advertising that loops back into the app — a perfect online–offline bridge.

Impact: Driving Relevance and Platform Loyalty

While Instagram is a dominant player, this campaign refreshes its identity in India’s urban youth space:

• Promotes regional creator economy

• Reinforces Reels as a creative platform, not just a trend engine

• Boosts brand recall beyond mobile-only moments

• Humanizes the app by showcasing real, relatable faces in everyday settings

It’s a win not just in OOH terms — but in community sentiment and cultural capital.

Executed with Precision by JCDecaux

The campaign was deployed flawlessly by JCDecaux, known for their high-quality street furniture and advertising formats in Delhi. Their support ensured:

• High-res, backlit shelter displays

• Strategic placement along commuter-heavy zones

• Clean visibility standards and on-ground execution

• Daily performance audits and creative integrity checks

The collaboration with Instagram adds another feather in JCDecaux’s cap as the go-to partner for digital-first brands taking to the streets.

About MyHoardings

MyHoardings (www.myhoardings.com) is India’s leading OOH and transit media agency. From city bus shelters to airports, metro branding, and highway hoardings, MyHoardings helps brands extend their digital presence into physical spaces with measurable impact and local nuance.

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