Instamart has rolled out a unique city-wide activation campaign, ‘Monsoon Blues’, blending everyday essentials with moments of playfulness for Mumbaikars. Running from September 4 to 13, the campaign has transformed the city’s familiar blue tarpaulins into interactive touchpoints where users can win up to Rs 10,000 in free cash rewards daily.
Conceptualised with Kulfi Collective, the campaign has merged Instamart’s quick commerce innovation with experiential storytelling. Users have been invited to join a Monsoon Hunt by scanning tarpaulins through the Instamart app, unlocking a cloud animation, and tapping to claim rewards. Winners have been notified the following day with redeemable cash details on Instamart.
The initiative has reinforced Instamart’s refreshed blue identity while encouraging on-ground participation. By weaving culture into commerce, the campaign has aimed to make monsoons more interactive and everyday shopping more delightful
Speaking about the initiative, Mayur Hola, VP – Brand Marketing at Swiggy, said: “At Instamart, we are constantly reimagining how everyday essentials can be experienced with delight. With Instamart’s refreshed blue identity, we wanted to capture this spirit in a way that feels vibrant and modern. The ‘Monsoon Blues’ campaign is a reflection of that — taking something deeply familiar to the city and turning it into a source of playfulness. It’s not just about rewards, but about making the season, and everyday essentials, a little brighter for our users.”
