Shaadi.com Sparks Smiles in Lonavala with Witty ‘Singles Point’ Billboard Campaign

Monsoon in the hills meets matchmaking with a clever twist.
As weekend travelers and lovebirds head to Lonavala during the rainy season, Shaadi.com has captured the perfect moment to introduce its latest OOH campaign — a cheeky, cleverly placed billboard near the well-known “Lovers Point.”

Instead of echoing romantic clichés, the brand subverts expectations with the bold headline:
“Singles Point – 0 KM”
The message is simple, contextual, and irresistibly shareable — positioning Shaadi.com as the go-to solution for those still searching for a meaningful connection.

The Context: Monsoon Travel, Romance & Real-Time Placement

Lonavala, a popular monsoon getaway just a few hours from Mumbai and Pune, attracts thousands of visitors each week — especially couples, honeymooners, and groups of friends escaping city life.

It’s a season where emotions run high, and moments become memories. Shaadi.com has expertly tapped into this emotional and environmental context, placing the brand right at the crossroads of:

• Scenic romance and light-hearted loneliness

• Real-world experience and digital matchmaking

• Tourist attention and visual storytelling

By choosing “Lovers Point” as the strategic billboard site, the campaign becomes a conversation starter — not just an ad.

Creative Concept: Location-Based Humor with Emotional Hook

The creative brilliance of this campaign lies in its simplicity and relatability. The phrase:

“Singles Point – 0 KM”

Immediately resonates with solo travelers, couples-in-waiting, and friends poking fun at each other. It serves both as:

• A geographical pun

• And a social nudge toward taking the next step in finding love

This location-based humor adds a layer of emotional relatability, reinforcing Shaadi.com’s message:
“You’re never too far from your perfect match.”

Media Execution: Strategic Planning by MOMS Outdoor

The campaign was flawlessly executed by MOMS Outdoor, a leading name in outdoor media innovation. Their role included:

• Precise location scouting near Lovers Point for ideal visibility

• Weatherproof media installation, optimized for Lonavala’s monsoon rains

• Creative adaptation support, ensuring message clarity from a distance

• Compliance and local permissions for tourist-heavy zones

This ensured the message appeared at the right place, right time, and in the right tone.

Audience Engagement: A Billboard That Sparks Selfies and Shares

Unlike traditional matrimonial ads, this one doesn’t talk at the audience — it plays with them.

It’s designed for:

• Solo travelers and groups who love monsoon drives

• Couples visiting hilltop viewpoints, often stopping to click photos

• Digital natives and Instagrammers who love quirky content

• Young adults and millennials who may not be thinking marriage — but are thinking connection

The billboard turns into a social media moment, encouraging passersby to click, laugh, and share — and in turn, amplifying the campaign organically.

Emotional Marketing Done Right

Shaadi.com has often led with humor, empathy, and relatability in its branding. This campaign builds on that legacy with:

• Zero preachiness, high recall

• A balance of fun and functionality

• Brand placement that’s contextually meaningful and geographically smart

It aligns perfectly with the brand’s ongoing mission — to make matchmaking less transactional and more conversational.

What This Campaign Teaches the Industry

1. OOH works best when it’s rooted in place and moment.
   This campaign is memorable because it belongs to Lonavala, to the monsoon, to the people driving past it.

2. Humor builds connection.
   Audiences don’t always remember product specs — but they remember a good laugh.

3. Less is more.
   With just a few words and one witty placement, the campaign delivers maximum impact.

About MyHoardings

MyHoardings (www.myhoardings.com) is India’s leading OOH media planning and buying agency, offering end-to-end solutions across static, transit, airport, DOOH, and hyperlocal branding. With a data-backed approach and a creative edge, MyHoardings helps your brand show up where it matters most.

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