Swiggy Instamart in collaboration with The Times of India
Swiggy Instamart and the Times of India in Mumbai have joined forces to launch a unique campaign that tantalizes the senses. In an innovative twist, they infused the newspaper with the delightful aroma of mangoes, aiming to captivate readers through a fusion of print media and sensory experience.
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This collaboration marks a significant step in advertising, where traditional mediums are revitalized with modern creativity. By integrating the essence of mangoes into the pages of the newspaper, Swiggy Instamart and the Times of India not only seek to grab attention but also evoke nostalgia and anticipation among their audience.
The decision to use mango fragrance is strategic, considering its association with summer, joy, and indulgence in Indian culture. This olfactory enhancement not only engages readers on a sensory level but also reinforces brand identity and message retention.
Moreover, the campaign underscores the evolving landscape of marketing, where traditional boundaries are continually pushed to create memorable interactions. By making the newspaper not just readable but also aromatic, Swiggy Instamart and the Times of India demonstrate a commitment to innovation and consumer engagement in the digital age.
As readers flipped through the pages, they encountered the sweet fragrance of mangoes.This innovative marketing strategy grabbed attention and resulted in a twofold increase in mango sales for Swiggy Instamart in Mumbai on that particular day!
Swiggy Instamart seized the mango craze with a pioneering print campaign, partnering with Havas Media India to deliver a fresh experience to Mumbaikars through a unique collaboration with The Times of India.
Swiggy Instamart, in collaboration with The Times of India, successfully transformed traditional advertising by integrating the enticing aroma of mangoes into the newspaper. This unconventional approach aimed not only to capture attention but also to engage readers on a deeper level, appealing directly to their senses.
The strategic use of scent in advertising is a testament to Swiggy Instamart’s creativity in leveraging the popularity of mangoes, a beloved fruit synonymous with summer and indulgence in Indian culture. By enhancing the advertisement with fragrance, they created a memorable interaction that stood out in the cluttered media landscape.
This initiative not only boosted visibility but also potentially increased consumer interest and sales, marking a milestone in how brands can innovate within print media to create impactful and memorable marketing experiences.
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