Swiggy Instamart takes to print with an ad you can smell

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Swiggy Instamart, India's quick commerce delivery platform, has greeted readers across Mumbai with a mango-scented front-page newspaper ad on the Times of India.

The ad featured vivid visuals of mangoes and a copy that reads "Read this ad with your nose". The campaign aims to enhance the sensory appeal of mangoes, making the online shopping experience more immersive and enticing.

In addition, Swiggy Instamart aims to connect with customers by making the idea of ordering mangoes irresistible while highlighting its commitment to delivering fresh produce swiftly, as well as underscore its dedication to creating memorable customer experiences.

Don't miss: Scents that make you spend: Can the invisible force really open up wallets?

"With this campaign, we wanted to go beyond traditional advertising and create a sensory experience that ignites the senses and brings the joy of mango season directly to our customers," said Ashwath Swaminathan, CGMO of Swiggy.

"By tapping into the powerful concept of olfactory, we're able to evoke the essence of fresh mangoes, but also help users fix their cravings in an instant by ordering on Swiggy Instamart," added Swaminathan.

The Times of India circulated approximately 800,000 copies of the special edition across Mumbai where the page one and two jacket ads quickly captured the attention of a massive audience and generated widespread acclaim on social media, according to a statement seen by MARKETING-INTERACTIVE.

“We grew up peeling off scented strips on perfume ads in magazines. We also grew up welcoming summer and the glorious mango aroma it fills the house with. So, this season the team decided to combine these two nostalgic aspects and bring them together on the front page of the newspaper," said Mayur Hola, VP Brand, Swiggy.

The campaign was done in collaboration with Havas Media India.

"It took a village to grow this mango (ad). Thanks to Havas Media India, Times of India and team Swiggy Instamart for working together to bring this simple and fresh piece onto our tables," said Hola.

“This campaign is a testament to the power of print in creating impactful messaging. By combining the sensory appeal of scent with the visual impact of print, we were able to create a truly meaningful experience that resonated with the audience. This creative idea ticked the right boxes for it leveraged the cultural nuances of merging seasonality with Mumbai’s love for mangoes and it hit all the right notes," said Uday Mohan, CEO, Havas Media India.

"The positive feedback received reaffirms our commitment to innovation. Our longstanding association with Swiggy is built on the trust they have placed in us to consistently deliver exceptional results and we shall continue to push the boundaries of creativity in all our collaborations," added Mohan.

Scent is a powerful and innovative tool to use in campaigns. Most recently, Unilever’s personal care and beauty brand LUX invited consumers on a nostalgic trip down memory lane with a new campaign.

The campaign, titled "Still There" aims to showcase the enduring appeal and lasting power of its signature fragrances. Done in partnership with VML Singapore, “Still There” saw LUX locate and test vintage LUX soaps that date back to as early as 1938. It also had the soaps analysed by the Givaudan Perfumery School.

As descriptors such as “very feminine but with a strong identity" and "beautiful scent, very opulent, sweet and floral” were associated with the soaps, the campaign aimed to highlight how LUX’s fragrances have stood the test of time.

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