Salty is marking Valentine’s Day with the launch of a new experiential campaign titled The Love Ambulance. Moving away from conventional Valentine’s Day promotions, the campaign has been conceptualised as a mobile initiative celebrating different forms of love, including romance, friendship, heartbreak and healing.
The Love Ambulance is travelling across key locations in Delhi and Mumbai, making multiple stops in popular neighbourhoods and public spaces. At each stop, the campaign delivers Valentine’s-themed packages and enables on-ground brand interactions aimed at engaging people in real-world settings.
Adding an interactive element to everyday relationship experiences, the Love Ambulance features a series of emotion-led activities. These include the Love Diagnosis, designed for participants across age groups, the Confession Wall, and themed gift boxes such as the Love Cassette, Love Ambulance Box and Heartbeat Box. Each element draws from familiar romantic and emotional moments experienced in daily life.
The campaign focuses on encouraging participation and conversation, creating experiences intended to be relatable, inclusive and shareable, while also extending engagement beyond physical spaces into digital platforms.
As the Love Ambulance moves through Delhi and Mumbai during the Valentine’s Day period, the campaign brings Salty’s emotion-led approach into public spaces, using interactive experiences to create moments of connection and expression.
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.”
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.”
