Salty has launched a new experiential Valentine’s Day campaign titled The Love Ambulance, taking a mobile, on-ground activation to key locations across Delhi and Mumbai.
The campaign moves away from conventional Valentine’s Day promotions and focuses on celebrating different forms of relationships, including romance, friendship and heartbreak. A branded Love Ambulance is travelling through popular neighbourhoods and public spaces, stopping at multiple locations to distribute Valentine’s-themed packages and host interactive activities.
The initiative includes engagements such as the Love Diagnosis activity, a Confession Wall, and themed gift boxes including the Love Cassette, Love Ambulance Box and Heartbeat Box. These elements are designed to encourage participation and create moments intended for social sharing.
Speaking about the campaign, Kanishka Garg, Co-Founder, Salty, says, “Valentine’s Day is often seen through a single lens, but relationships today are far more expressive, layered, and real. With the Love Ambulance, the idea is to create something unexpected and fun while remaining emotionally relatable. It celebrates not just romance, but also heartbreak, friendship, and all the moments in between reflecting how love is actually experienced today.”
Sonaal Goel, Co-Founder, Salty, adds, “The strongest brand connections are built when people experience something meaningful. The Love Ambulance moves beyond digital conversations and into the streets, allowing real, human interactions that feel personal, playful, and memorable. It is about showing up for the audience in a way that feels authentic rather than promotional.”
Echoing this sentiment, Twishaa Gupta, Co-Founder, Salty, shares, “Experiences now play an equally important role as products in how consumers connect with brands. This campaign humanises the brand by engaging with people during a culturally relevant moment. The Love Ambulance becomes a moving expression of emotions, something that resonates across different relationship stages and personal stories.”
The campaign will continue across Delhi and Mumbai through Valentine’s Day, using public spaces to host interactions and reinforce Salty’s focus on culturally relevant, on-ground brand experiences.
