We’ve heard about all kinds of thefts, but this one takes the cake and the bakery too. Last Saturday, at around 6 pm, a hoarding of the movie Bubble Gum was up at Juhu Beach, close to the police chowki. And about five hours later, it went missing.
Says a mystified spokesperson for Bright Advertising, the company that owns the billboard, “We got a frantic call from the producer at around 11 pm, informing us that their life-size shoe with a bubblegum stuck on it was gone. We sent a man across to check and he confirmed that the hoarding had definitely been stolen. We have never faced a situation like this before. Who would want to sprint away with a vinyl and attempt the theft during the busy evening hours on a weekend? It didn’t even have a big star on it or any face for that matter. It was just a shoe!”
Producer Sushma Kaul from Koncept Infotenment is equally mystified: “We were getting plenty of accolades for the innovative poster design. Who could do something like this to us? The theft was a rude shock, but we learnt about it in time and since the creative was already there, we printed an identical hoarding overnight and it was up by 6 am on Sunday morning.”
Bubble Gum, directed by Sanjivan Lal, is a slice-of-life film set in the 1980s. It’s about how 14-year-old Vedant communicates his feelings to his pretty neighbour at a time when there was no internet or cell phones.