By Mohammad Owais
New Delhi:
As winter temperatures dipped and Lohri celebrations lit up North India, Magicpin found a clever way to turn a seasonal moment into a powerful marketing statement.
A Magicpin billboard carrying the line:
“Kisi aur se garmi nahi mil rahi? Humse lelo.”
(Not getting warmth from anyone else? Get it from us.)
was installed with real flames burning along its border — instantly drawing attention from commuters, photographers, and social media users.
The message promoted Magicpin’s Lohri offer of 50% off on winter fashion, but its execution elevated it from a routine sales promotion into a cultural conversation starter.
When Marketing Feels Human
Rather than focusing only on discounts, the campaign tapped into a shared winter emotion — the search for warmth, comfort, and connection. The playful wordplay resonated especially with younger audiences, while the burning billboard visually reinforced the festival theme of Lohri, which revolves around fire and togetherness.
This combination of humour, emotion, and seasonal relevance made the billboard impossible to ignore.
A Perfect Example of Real-Time Cultural Marketing
The campaign successfully blended:
- Seasonal marketing (winter warmth)
- Festive marketing (Lohri’s fire symbolism)
- Emotional marketing (humour about loneliness and warmth)
- Experiential OOH (a physically burning billboard)
Instead of just advertising winter clothes, Magicpin told a story people could instantly relate to.
Why This Campaign Matters for Marketers
From a marketing perspective, Magicpin’s Lohri billboard highlights several important lessons:
- Cultural timing multiplies impact
- Simple copy can outperform complex messaging
- Outdoor advertising still works when it surprises
- Emotion builds stronger brand recall than offers alone
- Humour makes brands feel approachable
In an era where audiences scroll past thousands of digital ads daily, this campaign proved that a smart physical execution can still dominate attention.
More Than an Advertisement
This wasn’t just a billboard.
It was a moment people wanted to photograph, share, and talk about.
Magicpin didn’t interrupt Lohri — it participated in it.
Final Word
Magicpin’s Lohri campaign shows that great marketing does not need to shout. It only needs to understand people, seasons, and culture.
For brands and marketers, it stands as a reminder that when creativity meets cultural insight, advertising becomes memorable.
