Instamart has sent surprise ‘Aamnivorous’ kits to select customers in Mumbai who ordered large quantities of mangoes this season. The playful kits include a bib, pimple patches, stickers, wet wipes and a handwritten note, designed to celebrate the city’s evident love for the fruit. Recipients took to social media to share unboxing videos and reactions, adding an organic, user-generated buzz to the activation.

The gesture is part of Instamart’s ongoing ‘Aam Paglu’ campaign, which taps into India’s seasonal obsession with mangoes and the enthusiasm that spikes every year as the fruit comes into season. Rather than a conventional discount or promotional push, the brand chose a light-hearted, experiential approach, rewarding its most enthusiastic mango buyers with a kit that acknowledges the messy, joyful reality of indulging in the fruit, complete with practical essentials like wipes and pimple patches for the inevitable mango-related skin flare-ups.

Earlier this summer, Instamart revealed some interesting data trends from its platform, noting that Sindhu emerged as the most-ordered mango variety nationally, while Bengaluru recorded the highest overall mango consumption among Indian cities. Mumbai, meanwhile, stood out not for the highest volume, but for customers consistently ordering mangoes in larger quantities per order, a behavioural insight that seems to have directly inspired this quirky, city-specific surprise campaign.

By blending data-driven customer insights with a fun, shareable physical gesture, Instamart continues to build engagement around a category that naturally lends itself to seasonal storytelling and social buzz.