MUMBAI: You’ve got to hand it to the outdoor medium. It allows for great advertising, sometimes even cheeky messaging.

Take a look at how each of these three advertisers are feeding off the communications of each other on top of a road tunnel.  

The first is quick commerce player Zepto. Its billboard  states: “Manyavar chahiye?  Manyavar in 10 minutes – Zepto” (You want Manyavar?)

Next to it People Interactive - the parent firm of Shaadi.com  - has a billiboard stating: “Var Chahiye?  Will take more than 10 minutes – Shaadi.com.” (You want a husband?)

Both seem to be from the same agency – if one has guessed correctly -  as they seem to be on a continuing billboard.(Did they share the cost of the billboard???)

Below both is the Manish Singhal-owned and Akshat Singhal-run OTT platform Dangal Play. Its contribution: “Shaadi mein drama chahiye? Download Dangal Play in less than one minute.” (You want drama in marriage?)

We, the folks at indiantelevision.com, could not help but chuckle at this clever use of the environment your advertising is placed in. 

(A big thank you to Avinash Naik, the digital head of Enter10 under which DangalPlay comes, who posted the picture on Linkedin)