🍋 Scented Ad Campaign
Swiggy Instamart, India's leading quick commerce platform, launched a unique mango-scented ad in the Times of India on June 7, 2024. The ad featured vivid mango visuals with the message "Read this ad with your nose." The aim was to enhance the sensory appeal of mangoes, making online shopping more immersive. The campaign underscored Swiggy's commitment to delivering fresh produce swiftly and creating memorable customer experiences.
🍋 Customer Connection
"With this campaign, we wanted to go beyond traditional advertising," said Ashwath Swaminathan, CGMO of Swiggy. "By tapping into the powerful concept of olfactory, we're able to evoke the essence of fresh mangoes and help users fix their cravings instantly by ordering on Swiggy Instamart." This initiative aimed to make the idea of ordering mangoes irresistible while highlighting Swiggy's dedication to freshness and speed.
🍋 Massive Reach
The Times of India distributed around 800,000 copies of this special edition across Mumbai. The front-page and two-page jacket ads quickly captured a massive audience's attention and generated widespread acclaim on social media. "We grew up peeling off scented strips on perfume ads in magazines," said Mayur Hola, VP Brand, Swiggy. "This season, the team combined these nostalgic aspects with the glorious mango aroma, bringing them to the newspaper's front page."
🍋 Collaborative Effort
The campaign was a collaborative effort with Havas Media India. "It took a village to grow this mango (ad)," said Hola. Uday Mohan, CEO of Havas Media India, added, "This campaign is a testament to the power of print in creating impactful messaging. By combining scent and visual appeal, we created a meaningful experience resonating with the audience." The campaign leveraged cultural nuances of seasonality and Mumbai's love for mangoes, hitting all the right notes and reaffirming the power of print in innovative advertising.
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