Swiggy Instamart’s new Mother’s Day campaign takes a playful turn by suggesting the best gift is you. In the ad, a woman taps an “add yourself to cart” option and hilariously ends up being delivered on a scooter to her mom, highlighting the emotional value of personal presence over material gifts.
The campaign also includes a contest offering winners a sponsored trip home—by regular transport. This marks a shift from last year’s focus on Instamart’s 10-minute deliveries and product variety, instead putting moms at the center of the message.
As quick commerce booms, with Instamart handling 1–1.1 million daily orders, the ad blends humor with sentiment while keeping the brand fresh and relatable.