Instamart Unveils Sunlight-Activated Newspaper Ad to Celebrate Mango Season

Instamart, India’s top quick commerce platform, has launched a unique sunlight-activated newspaper ad to celebrate mango season. This first-of-its-kind print campaign features an illustrated mango tree with children playing and plucking mangoes. The ad evokes a sense of nostalgia, transporting readers back to a carefree, pre-internet childhood era. The ad comes to life under sunlight, with mangoes transforming into golden hues using photochromatic ink, bringing summer’s essence interactively.

Innovative Sunlight-Activated Ad Technology

This campaign follows Instamart’s mango-scented print ad from the previous year, which allowed readers to experience the scent of fresh mangoes directly from the page. The sensory innovation garnered widespread acclaim, and this year, Instamart raises the bar by introducing a visual transformation. The sunlight-activated ad reinforces Instamart’s commitment to delivering peak season produce in under 10 minutes, highlighting the freshness of mangoes available for delivery.

A Tribute to Nostalgia and Freshness

On the launch of this interactive campaign, Mayur Hola, Head of Brand at Instamart, shared, “Mango season brings with it a wave of childhood memories, as it’s a fruit tied deeply to nostalgia and emotions. With this campaign, we wanted to bring that feeling to life in the most tangible way possible. Just like real mangoes ripen in the sun, this ad transforms with sunlight, making the magic unfold right before your eyes. It’s our tribute to the season and what Instamart stands for: freshness, speed, and small moments of everyday joy. For us, creativity isn’t just about being different, it is about making the familiar feel magical.”

Blending Storytelling with Print Innovation

Conceptualized in-house, the campaign blends storytelling with print innovation, making the mango season feel truly alive on paper.The use of photochromatic ink and sunlight captures Instamart’s core promises of freshness, speed, and excitement, brought to life by Havas agency’s collaboration.

Instamart’s Continued Innovation in Quick Commerce

With this unique campaign, Instamart reaffirms its position as a creative force in the quick commerce space. The brand continues to leverage technology, emotion, and innovation to make everyday shopping feel personal, exciting, and seamless. Instamart redefines fresh produce shopping by combining nostalgia and technology, creating memorable experiences for customers.