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, turning the app into an experience. Built for products, Instamart had never delivered humans. We reworked the system, rewriting delivery flows and creating a human shipment protocol. Thousands engaged with the feature. 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.
