Instamart has launched a contextual outdoor campaign in Bengaluru that puts an LPG cylinder and an antacid in the same shopping cart.
The billboard features HPCL’s HP Navya composite LPG cylinder and Digene alongside the line, ‘Gas problem? We got you.’ – a wordplay on the two meanings of ‘gas’: the fuel used in kitchens and the digestive discomfort associated with food. The campaign, conceptualised in-house, is also being amplified on social media as a lighthearted, culturally relevant take on everyday problem-solving.
Mayur Hola, Head of Brand, Swiggy, said some gas problems need an LPG cylinder while others need Digene, and the idea was to put both in the same cart – giving a familiar phrase an Instamart spin while having a bit of fun with the fact that the platform’s carts can now solve some very different problems. He added that it’s a small reminder that whatever everyday life throws at consumers, Instamart likely has a solution for it.
The campaign follows Instamart’s recent partnership with Hindustan Petroleum Corporation Limited (HPCL), through which consumers in select areas of Bengaluru can order HP Navya 10kg composite and 5kg metal LPG cylinders on the platform. Instamart says the service marks India’s first on-demand LPG cylinder delivery through a quick-commerce platform, fulfilled by HPCL’s authorised distributor network and delivered by trained personnel under applicable safety and regulatory requirements.
Digene is also available on Instamart as part of its OTC healthcare range.
