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, not just a transaction. Built for products, Instamart had never delivered humans. We reworked the system, rewriting delivery flows and creating a human shipment protocol. Thousands interacted 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.
