Big Basket, the country’s largest online grocery delivery platform, recently joined the quick commerce race. They wanted to talk about their 10 minute delivery promise of toys and games through an outdoor campaign. We wanted to attack the insecurity that so many parents and parent-adjunct figures have - that they are objectively unentertaining to kids today. Children need to feel stimulated at all times, and old tricks like baby-talk and tired once-upon-a-times simply don’t work anymore. With 12 billboards in 3 urban Indian cities, we launched this campaign on Children’s Day.