In an age where print often fights for attention, Instamart and Go Zero found a way to make readers stop, open, and experience an ad. Their latest campaign, conceptualised by Havas Media India, transforms a traditional newspaper into something far more interactive-a refrigerator.
Featured as a full-page spread in Hindustan Times, the ad comes with an embedded LED light. The moment readers open the page, the light switches on, mimicking the familiar act of opening a fridge. Inside, they’re greeted with a visual of an Instamart delivery partner holding a Go Zero ice cream tub-bringing together craving and convenience in one seamless moment.
The idea taps into a universal behaviour: the spontaneous fridge check. Ice cream, after all, is rarely planned-it’s an impulse. By recreating that exact moment within a newspaper, the campaign bridges physical media with real-life habits, making the interaction both intuitive and memorable.
Beyond novelty, the execution reflects a broader shift in advertising-where formats evolve into experiences. Instead of passively consuming an ad, readers actively engage with it, turning a static medium into something dynamic.
For Instamart, it reinforces instant accessibility. For Go Zero, it highlights indulgence in the moment. And for print advertising, it’s a reminder that innovation doesn’t always mean going digital-sometimes, it just means lighting things up differently.
