The in-house developed idea uses print innovation to celebrate mango season. Havas handles media for the campaign.
To mark the mango season, Instamart has launched a groundbreaking sunlight-activated newspaper ad. The full-page print features a mango tree surrounded by children, with mangoes that change color when exposed to sunlight, thanks to photochromatic ink-a first in Indian print media.
This campaign follows Instamart’s earlier mango-scented print ad, which allowed readers to smell mangoes directly from the page. This year, the focus shifts to a captivating visual effect that reinforces Instamart’s promise of delivering fresh seasonal produce in under 10 minutes.
Commenting on the campaign launch, Mayur Hola, Head of Brand at Instamart, said,
“Mango season evokes childhood memories and emotions tied to nostalgia. With this campaign, we wanted to bring that feeling to life in a tangible way. Just as 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’s about making the familiar feel magical.”
The innovative idea was developed in-house, employing print technology to celebrate the mango season. Havas is the media agency managing the campaign.
