Swiggy's quick commerce platform, Instamart in collaboration with GoZero has rolled out a print campaign in Hindustan Times. 

Conceptualised by Havas Media India, the campaign features a full-page spread designed like a refrigerator. As the readers turned the page, an embedded LED lit up, revealing an Instamart delivery partner holding a tub of Go Zero ice cream. Instamart's promise is convenience and Go Zero's is guilt-free indulgence- ice cream one reaches for without the internal negotiation. The act of opening a fridge contains both truths simultaneously.

What we think about it: Offering a smart, visually striking twist on traditional print by using light to create an interactive moment, the campaign turns a static medium into an engaging, sensory experience that captures attention and drives recall. The execution succeeds in cutting through clutter and reinforces the brands’ quick, on-demand appeal in a simple yet impactful way.

Mayur Hola, head - brand, Swiggy, said, "Print works best when it makes you pause and participate, not just flip the page. We wanted to recreate a a behaviour that's almost muscle memory, like opening the fridge and bringing that moment alive within the newspaper. It's simple, instantly relatable, and brings together convenience and craving in a single interaction. That’s what Instamart and Go Zero are about - showing up in that instant and making it effortlessly accessible.”

Kiran Shah, founder, Go Zero, "Ice cream is rarely planned. It's a spontaneous, in-the-moment craving. This idea captures the exact moment of discovery: opening the fridge and finding something you want instantly. It's playful, intuitive, and brings our guilt-free indulgence proposition to life in a way that people can actually feel."

Uday Mohan COO, Havas Media India and Havas Play, said, "The ambition was to blur the line between media and experience. By integrating LED lighting into a print format, we transformed a familiar action into a moment of surprise and delight making the brand interaction as memorable as the product itself."