Description
"Instamart made gifting quick, but also transactional. Scroll. Add to cart. Order. For Mother’s Day, we asked: what do moms really want? The answer: their kids. So we made gifting, human. Introducing Add Yourself To Cart. Grown-up kids across India could add themselves to the Instamart cart and get delivered home. A quirky, humorous film brought the idea to life. A delivery executive, delivering a grown-up daughter. A simple, unexpected visual that made people smile and instantly understand the idea. Thousands opted in through the app. Selected people travelled across India by road, rail, and air, before completing the last mile on a rider’s bike. When doors opened, moms received their children. The idea drove engagement with 287M impressions, 65M reach, 45+ PR mentions, and a 20% spike in new users.
