A week of theories and citywide buzz finally ended this Monday when Philips India came forward and revealed the secret behind the giant downward-pointing “bushy arrows” that had sprouted overnight across three of India’s busiest metros.
The installations of giant green arrows crafted entirely from dense foliage and planted in stark white pots marked with the caution tape line “Don’t Beat Around the Bush” first appeared last week at high-footfall locations, including Marine Drive and Gateway of India in Mumbai, India Gate and North Campus in Delhi, and MG Road and Brigade Road in Bengaluru.
Each arrow carried a bold QR code leading only to a cryptic Instagram handle, @downtheredoneright, which teased followers without explanation.
What followed was an urban clueless guess, which quickly spread to social media feeds. Commuters took photographs, college students queued for selfies, and social media traded theories ranging from a guerrilla project to a municipal gardening stunt. Even actor Jackie Shroff, known for his affection for plants, was accused online of masterminding the spectacle.
The suspense lifted on Monday when the @downtheredoneright account, in collaboration with Philips India, released a short film: the bushy bursts up and reveals the Philips OneBlade Intimate Trimmer, carrying the message “Don’t Beat Around the Bush. Down There, Done Right.”
“THE SECRET IS OUT !!! Turns out all those arrows were pointing to… well, down there, introducing Philips OneBlade Intimate – the ultimate no-BS intimate grooming tool that ensures no nicks & no cuts. Because, well, life’s just easier when you don’t beat around the bush,” Philips summed it up best in their caption.
Influencers such as musician Badshah, mimic artist Arya Khotari, and content creator Merenla joined the game with vox-pop videos, keeping the mystery alive while big social media communities and pages like ScoopWhoop and IndiaInLast24h pushed the frenzy into the mainstream. Big news outlets weren’t behind and covered the whole event.
Well, the reveal was not just limited to social media, but at each on-site installation, the final display now houses the Philips OneBlade Intimate Trimmer within the original arrow, visually linking the product to the playful clue and underscoring the campaign’s core message: intimate hygiene need not be a taboo topic.
What began as an unexplained roadside oddity has become a case study in how curiosity can be cultivated literally into a national conversation.
For more information on the Philips OneBlade Intimate, visit www.philips.co.in.
