Instamart sparked widespread buzz with a high-energy on-ground activation at Hussain Sagar Lake, where crowds gathered to literally dig for gold. The campaign, tied to the festive momentum of Akshaya Tritiya, cleverly blended physical engagement with a digital product push.
At the centre of the activation was a sandpit filled with hidden coins in collaboration with Kalyan Jewellers. Participants used spades to search for these coins, turning the activity into a spectacle that quickly drew attention both on-ground and online. Videos of people enthusiastically digging-often likened to childlike excitement-circulated widely across social media, amplifying the campaign’s reach organically.
The activation was designed to promote Instamart’s ‘Gold Price Lock’ feature, which allowed users to lock in gold prices between April 10 and April 16, ahead of peak festive buying. For those who didn’t find coins, the brand seamlessly nudged them toward using the feature on its app, bridging the offline experience with digital conversion.
By tapping into cultural buying behaviour during Akshaya Tritiya-when gold purchases surge-Instamart positioned itself within a traditionally offline category in an unexpected way. The campaign demonstrates how experiential marketing, when paired with a strong product hook, can drive both engagement and intent.
In essence, Instamart turned a simple digging activity into a viral moment-one that not only entertained but also translated curiosity into potential transactions.
