Swiggy Instamart's OOH Campaign Combines Convenience & Romance

Swiggy Instamart has revolutionised last-minute gifting with its recent out-of-home (OOH) campaign, created and executed by Havas Media Tribes. The campaign strategically placed interactive installations in high-traffic locations in Gurugram and Mumbai, presenting a novel approach to Valentine’s Day marketing. It provided a blend of convenience and romance to address emergencies during the love-filled season, capturing the audience's attention.

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.”

For optimal visibility and consumer engagement experience, these installations were strategically positioned at Worldmark 2 in Gurugram and the Bandstand in Bandra, Mumbai. Passersby were prompted to contemplate a 'love emergency' and were encouraged to interact with the display. The message on the installation, 'Do Not - Break the Glass,' urged them to scan the QR code instead. Upon scanning the code, consumers were presented with a wide range of Valentine-themed items for selection, with the chosen items delivered to them on the spot within 10 minutes.

"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."

By blending messaging and visuals, the campaign emphasised Swiggy Instamart's dedication to customer satisfaction, while emphasising the significance of timely marketing in the competitive landscape.