Instamart has launched a first-of-its-kind sunlight-activated newspaper ad that uses photochromatic ink to turn illustrated mangoes golden under sunlight, evoking summer nostalgia and childhood memories. The creative, featuring a playful mango tree scene, reinforces Instamart’s promise of delivering fresh, seasonal produce in under 10 minutes.
Following last year’s mango-scented print ad, this campaign blends innovation and emotion to celebrate the mango season in a magical, interactive way. Conceptualised in-house with Havas as media partner, the campaign highlights Instamart’s focus on freshness, creativity, and everyday joy in quick commerce.