Turning a Christmas installation into a city conversation
Snabbit turned a 30-foot pink Christmas tree into a cultural landmark.
Objective
Create a distinctive physical presence for Snabbit during Christmas, making the brand part of Mumbai's festive experience and encouraging attention and conversation beyond digital advertising.
DirectX Approach
DirectX brought a 30-foot pink Christmas tree to Carter Road in Bandra. Its scale, familiar festive form and the brand's distinctive colour gave walkers, families and creators a reason to stop, photograph and share—placing the physical installation at the centre of the story.
Key Results
The installation engaged evening walkers, families, creators, marketers and founders. Visitor photos, reposts and conversations extended its visibility across LinkedIn and other social platforms, including beyond Mumbai.
