Description
To celebrate India’s most loved summer ritual, Instamart turned a print ad into a participatory experience. The full-page creative featured a nostalgic illustration of a mango tree. But it being summer, the mangoes came alive...in the sun. Using photochromatic ink, for the first time in Indian print, the mangoes transformed into a rich golden yellow under UV exposure, turning a typically passive medium into an active one where readers could engage with the ad and watch it change. By using sunlight as both trigger and storyteller, Instamart extended print beyond the page and into real environments, inviting discovery and turning a simple interaction into something people could engage with and share.
