MAM
Instamart and Go Zero bring LED fridge ad to print
Hindustan Times readers see light-up fridge page in interactive first
MUMBAI: The morning paper just got a little cooler quite literally. In a twist on traditional print, Instamart and Go Zero have introduced what they describe as a first-of-its-kind newspaper execution, turning a routine page flip into a sensory experience. Readers of Hindustan Times were greeted with a spread designed like a refrigerator. As the page opened, an embedded LED light flicked on mimicking the familiar fridge-door moment revealing an Instamart delivery partner holding a tub of Go Zero ice cream.
Developed in partnership with Havas India, the campaign moves beyond conventional print innovations such as scent strips or foldouts. Here, the LED is not a gimmick layered on top but a core part of the storytelling, recreating a behaviour most readers instinctively recognise.
The creative ties together the central promises of both brands: Instamart’s instant delivery and Go Zero’s “guilt-free” indulgence. The act of opening a fridge becomes a metaphor for spontaneous craving and immediate fulfilment.
Swiggy head of brand Mayur Hola said the idea was to make print participative rather than passive. By tapping into muscle memory like reaching into a fridge, the campaign aims to bridge everyday behaviour with brand recall.
Go Zero founder Kiran Shah highlighted the spontaneity of ice cream consumption, noting that the concept captures the exact moment of impulse discovery. Meanwhile, Havas Media India and Havas Play COO Uday Mohan described the effort as an attempt to blur the lines between media and experience.
The execution reflects a broader push by Instamart to reimagine traditional formats, making even legacy media like print interactive in an age dominated by digital engagement.
In a medium often accused of losing relevance, this campaign flips the script, one illuminated page at a time.
MAM
DGTOOHL partners Magnite to scale programmatic DOOH in India
Tie-up aims to boost transparency and real-time access in outdoor ads
NEW DELHI: DGTOOHL, a product of Mobiyoung, has entered into a strategic partnership with Magnite to expand programmatic digital out-of-home advertising capabilities in India, as the sector looks to modernise and align more closely with digital media standards.
The collaboration is aimed at addressing long-standing inefficiencies in the outdoor advertising ecosystem, where manual processes and limited transparency have often made campaign execution difficult to track and measure. By introducing programmatic integration, the partnership seeks to bring real-time visibility, improved accountability and data-led decision-making to the medium.
Outdoor advertising in India has traditionally lagged behind digital channels in terms of measurement and optimisation. The move towards programmatic DOOH is expected to change that, enabling advertisers to monitor, audit and refine campaigns with greater precision.
Under the partnership, Magnite will provide the infrastructure to connect DOOH inventory with global demand-side platforms, allowing advertisers to plan and activate outdoor campaigns programmatically, much like they do across mobile, web and connected TV.
“Programmatic DOOH is bringing a much-needed shift in how outdoor advertising is planned and executed,” said DGTOOHL co-founder and CTO Mayank Sharma. “By introducing transparency and real-time capabilities, we are enabling advertisers to move beyond traditional limitations and adopt a more measurable, data-led approach.”
DGTOOHL will focus on aggregating and streamlining access to DOOH media inventory, while Magnite will handle real-time transactions and demand integration, creating a more seamless buying experience for brands and agencies.
The timing reflects a broader industry shift. As programmatic buying becomes standard across digital formats, DOOH is increasingly being seen as the next frontier, allowing brands to extend digital strategies into physical environments. This integration enables more cohesive, cross-channel campaigns, where outdoor advertising complements online and CTV efforts to boost reach and recall.
“As advertisers look for unified and measurable media solutions, programmatic DOOH offers a strong opportunity to extend digital strategies into the physical world,” said Magnite senior account manager Jerit Kunjumon.
Industries such as FMCG, real estate, automotive and retail, traditionally heavy users of outdoor media, are expected to be among the early adopters of programmatic DOOH in India.
The partnership also promises operational benefits, including near real-time campaign activation, reduced reliance on intermediaries and improved monitoring of campaign performance.
As digital and physical media ecosystems continue to converge, the collaboration between DGTOOHL and Magnite signals a step towards making outdoor advertising more accountable, scalable and aligned with the expectations of modern marketers.
