e-commerce
Smart Bazaar, gives retail therapy a makeover with Mccann’s new campaign
MUMBAI: When life upgrades from jugaad to joy, retail must follow suit. Smart Bazaar has roped in Mccann Worldgroup India for its latest campaign, a creative push that mirrors the country’s shift from “making do” to “living well”. Based on insights into evolving Indian households, the campaign spotlights how homes today are being redesigned with purpose organised kitchens, thoughtful bathrooms, and living spaces that blend function with flair. The message? Families no longer just seek affordability; they aspire to elevate everyday living with quality and comfort at the core.
“Smart Bazaar isn’t just another retail chain; we are emerging as the value-first catalyst for everyday aspiration,” said Reliance Retail CMO Surabhi Sen noting how the brand aims to bridge necessity with desire. Mccann Worldgroup India CEO & CCO Prasoon Joshi added, “India is at a cultural inflection point. Families are realising that living well isn’t about luxury, it’s about dignity, joy, and shared values. With Smart Bazaar, we tapped into that truth and gave it an authentic yet aspirational voice.”
With this collaboration, Smart Bazaar positions itself as more than just a marketplace, it’s pitching itself as a partner in everyday upgrades, making better living accessible to households across India.
e-commerce
Instamart and Duolingo launch street spell check campaign for Instaprint
Duo the owl fixes signboard typos across cities to showcase instant printing.
MUMBAI: If spelling mistakes had a sworn enemy, it might just be a bright green owl with a printer. Instamart has teamed up with language learning platform Duolingo for a quirky nationwide campaign that turns everyday spelling errors into a public spectacle while promoting its instant printing service, InstaPrint. The playful activation takes aim at the many misspelled shop boards and public signs scattered across Indian streets. From “saloons” that promise haircuts rather than drinks to menus and posters peppered with punctuation mishaps, the campaign sends Duolingo’s mascot Duo on a mission to restore linguistic order.
Armed with Instamart’s instant printing feature, Duo prints corrected versions of the mistakes on the spot and pastes them over the originals. The result is a series of humorous street interventions that have quickly begun circulating on social media.
Photos and videos of the grammar correcting owl have been widely shared online, with amused users reacting to the unexpected spell check patrol. One user joked, “Ab ayega na maza bhidu,” capturing the internet’s delight at the unusual campaign.
Behind the humour lies a practical message. The activation is designed to showcase the capabilities of Instaprint, Instamart’s printing service that allows users to print documents and posters almost instantly.
The company says the feature is meant for everyday needs such as printing resumes, visa documents or last minute posters without the usual scramble to locate a print shop.
Instamart introduced Instaprint in 2025 across select metropolitan cities including Bengaluru, Mumbai and Delhi. The service allows users to order printed materials directly through the platform, extending the quick commerce model beyond groceries and household essentials.
By combining Duolingo’s famously persistent owl with India’s street level spelling quirks, the campaign taps into the internet’s long running fascination with grammar mistakes while demonstrating a real world use case for instant printing.
After all, in a world full of typos, sometimes what you really need is a quick printer and a very determined language teacher.
