Instamart launches sunlight activated newspaper ad campaign to celebrate mango season

In a beautiful blend of nostalgia and parallel innovation, Instamart released a newspaper ad that shifts with sunlight to announce the arrival of the mango season ad never seen before. The arresting full page ad depicts a mango tree surrounded by kids, calling to mind those lazy childhood summer afternoons. But the real magic comes when paper is subjected to sunlight, mangoes on the tree are colored by photochromatic ink, a development that takes Indian print advertising to the next level.

The in house conceptualized campaign by Instamart is a fresh and innovative tribute to the brand's promise of freshness and pace. The move comes after the brand's scented ad in newspaper format last year, which enabled readers to smell the mangoes directly from the paper. Instamart moves from fragrance to visuals with this new execution, utilising sunlight as the stimulus to imitate nature's ripening process.

Mayur Hola, Instamart's Head of Brand, broke down the rationale behind the campaign: "Mango season is a flood of emotion and memories of childhood. Just as actual mangoes mature in the sun, this ad changes too, letting the wonder happen before your very eyes. It's our tribute to the season and all that Instamart believes in freshness, speed, and delight in moments every day."

The campaign not only solidifies Instamart's brand for creative excellence but also provides a physical, interactive experience, converting an ordinary item such as a newspaper into a flash of surprise and wonder. 

Let’s go through several benefits of creative newspaper advertising:

More Noticeability and Impact: 

Creative ads manifest eye-catching designs and formats that are unique and, hence, are more noticeable with a strong impression and high message retention.

More Engagement: 

Engaging visuals and interactive elements, coupled with compelling stories, draw readers into the ad and encourage them to spend more time with the ad and do something about it.

Different from Competition: 

Innovative and different advertising separates a brand from others and delivers a value different from others, thus strengthening brand identity.

Better Brand Perception: 

These creative ads help communicate the messages of innovativeness and sophistication; hence, the brand's reputation and customer brand loyalty are enhanced.

If you want to create innovative newspaper advertising campaigns for your brand, Excellent Publicity can help you achieve your objectives. For more such advertising news, stay in touch with us.