MUMBAI: There are print ads, and then there are mangoes that blush under the sun. Instamart turned the country’s favourite summer fruit into a showstopper with a print campaign that literally ripened in daylight. In a bold blend of science and sentiment, the company launched a full-page newspaper ad using photochromatic ink technology—a first in Indian print media.

The interactive creative illustrated a lush mango tree surrounded by children playing and plucking fruit, harking back to old-school summer holidays.

But here’s the twist: expose the ad to sunlight, and the mangoes morph into golden yellow.

Cue the oohs and aahs.

“Just like real mangoes ripen in the sun, this ad transforms with sunlight, making the magic unfold right before your eyes”, said Instamart head of brand Mayur Hola. “It’s our tribute to the season and what Instamart stands for: freshness, speed, and small moments of everyday joy”.

The campaign follows last year’s mango-scented print ad that had readers sniffing their way to summer nostalgia. This year’s sensory sequel keeps the senses on high alert while hammering home Instamart’s core pitch: ripe produce, rapid delivery, and creative chops that go well beyond your average grocery drop.

The in-house creative team led the concept, with Havas as the media partner. By blending tactile storytelling with ink-based innovation, Instamart doubled down on its commitment to make every 10-minute delivery feel like an experience, not a transaction.

With this cheeky seasonal drop, Instamart once again proved it can deliver not just mangoes, but also marketing that sticks. If mangoes are the king of fruits, Instamart may well be the jester of genius brand moves.