Instamart has launched a full-page newspaper ad that turns ripe—literally—when placed under the sun. Designed to celebrate mango season, the ad uses photochromatic ink to change color on exposure to sunlight, with green mangoes transforming into golden hues. The creative shows children playing around a mango tree, aiming to tap into pre-internet summer nostalgia.
This interactive print follows Instamart’s earlier mango-scented ad and builds on the platform’s push to reinforce freshness through sensory-led formats. It aligns with the brand’s promise of delivering peak-season produce within 10 minutes.
Conceptualised by Instamart’s in-house team and executed with media agency Havas, the campaign blends print innovation with storytelling.
“Mango season brings with it a wave of childhood memories as it’s a fruit tied deeply to nostalgia and emotions. With this campaign, we wanted to bring that feeling to life in the most tangible way possible. Just like real mangoes ripen in the sun, this ad transforms with sunlight, making the magic unfold right before your eyes. It’s our tribute to the season and what Instamart stands for: freshness, speed, and small moments of everyday joy. For us, creativity isn’t just about being different, it is about making the familiar feel magical,” said Mayur Hola, Head of Brand, Instamart.
