Havas Media India has unveiled an unconventional print campaign for Instamart and Go Zero, integrating a functioning LED light into a newspaper advertisement that activates the moment a reader turns the page. The innovation marks a push toward immersive, tactile storytelling in traditional media, blending physical interaction with brand messaging.
The full-page spread is designed to mimic the inside of a refrigerator; as the page opens, the embedded LED switches on, recreating the experience of opening a fridge door. The visual reveals an Instamart delivery partner holding a tub of Go Zero ice cream, reinforcing the quick commerce platform’s promise of instant gratification while using print as an experiential medium rather than a static format.
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The idea originated from a sample innovation shared by the Instamart team, a card embedded with an LED which Havas Media identified as a platform for strategic context. The team identified the fridge as that context, the place where both Instamart’s and Go Zero’s core propositions converge.
Havas Media identified print as the canvas for this moment due to its physicality, a medium capable of surprise. Bringing the idea to life required production engineering, designing, manufacturing, and embedding a functioning LED mechanism inside a newspaper spread at scale, coordinated across Havas Media’s strategy, creative, production, and media planning teams, in partnership with the Swiggy Instamart brand team.
Uday Mohan, COO, Havas Media India said, “What excites me about this work is the discipline behind it. The LED is not a novelty; it is a precisely engineered media moment that emerges directly from the insight. Taking a format innovation and finding its perfect strategic home that is the standard we hold ourselves to: every element of the plan should be doing strategic work, not just creative work.”
Mayur Hola, Head of Brand, Swiggy said, “Print works best when it makes you pause and participate, not just flip the page. We wanted to recreate 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 exactly what Instamart and Go Zero are about- showing up in that instant, and making it effortlessly accessible,” Hola added.
Kiran Shah, Founder, Go Zero said, “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.”
The campaign is a reflection of client-agency partnerships, involving a client’s instinct for innovation, sharpened by strategic thinking and brought to life through disciplined execution.
