Swiggy Instamart, Havas Media Tribes team up to offer solutions for love emergencies

In today’s fast-paced world, navigating the complexities of Valentine’s Day gifting can often feel like a matter of urgency. Recognising this challenge, Swiggy Instamart ingeniously reimagined the concept of eleventh-hour gifting with its latest OOH campaign conceptualized and executed by Havas Media Tribes.

Swiggy Instamart launched its innovative approach to Valentine’s Day marketing with interactive installations tactically positioned in high-traffic areas in Gurugram and Mumbai. This campaign introduced a fresh perspective on handling emergencies especially during the season of love, offering a unique fusion of convenience and romance designed to captivate audiences.

To gain maximum visibility and engage consumers in a memorable way, these installations were strategically placed at Worldmark 2, Gurugram and the Bandstand at Bandra, Mumbai. The installations prompted passersby to consider the notion of a ‘love emergency’ and encouraged them to interact with the display. The communication on the installation ‘Do Not - Break the Glass’ prompted them to scan the QR code instead. On scanning the code, the consumers were shown a vast array of Valentine-themed items to choose from and their selection could be delivered to them in 10 minutes on the spot.

Talking about the innovation, Aparna Giridhar, VP - Marketing, Swiggy, said, “During such occasions, the challenge is to consistently distinguish ourselves with a disruptive concept and push the boundaries. With this Valentine’s Day campaign, we marked a paradigm shift in how we approach festive marketing.  Swiggy and Havas Media Tribes team worked in close collaboration in identifying and precisely tapping into customer sentiments, making this campaign a success.”

"As we strategically placed these interactive installations in high-traffic areas, Swiggy Instamart's Valentine’s Day campaign redefined moment marketing," said Uday Mohan, Managing Director, Havas Media India. “We seized this opportunity to captivate audiences by offering a distinctive fusion of convenience and romance, thereby reaffirming the brand's dedication to customer satisfaction."

Through a clever combination of messaging and visuals, the campaign highlighted Swiggy Instamart’s commitment to customer satisfaction while underscoring the importance of strategic and topical marketing in today's competitive landscape.