MAM
Instamart tackles Bengaluru’s ‘gas problem’ with quirky LPG and Digene OOH
HPCL LPG and Digene share the cart as Instamart turns a household phrase into a campaign
MUMBAI: Talk about a cart with range. Instamart is putting two very different kinds of ‘gas’ in the same conversation and the same shopping cart with a new outdoor campaign in Bengaluru featuring HPCL’s HP Navya composite LPG cylinder and Digene.
The in-house campaign uses the cheeky line “Gas problem? We got you.”, turning a familiar household phrase into a double entendre. One product handles the gas needed to keep the kitchen running, while the other comes to the rescue when the food on the plate causes a rather different kind of trouble.
The billboards follow Instamart’s industry-first launch of LPG cylinder delivery last month, building on its partnership with Hindustan Petroleum Corporation Limited (HPCL). The campaign is also being amplified across social media.
Under the partnership, customers in select areas of Bengaluru can order HPCL’s HP Navya 10 kg composite LPG cylinder as well as its 5 kg metal LPG cylinder through Instamart. The offering marked India’s first on-demand LPG cylinder delivery service through a quick-commerce platform.
The campaign’s creative hook comes from the fact that Instamart’s expanding assortment can now address two problems that have little else in common. Digene is part of the platform’s growing OTC healthcare range, sitting alongside groceries, household essentials and other everyday products.
“Some gas problems need an LPG cylinder. Some need Digene. We figured, why not put both in the same cart?” said Mayur Hola, Head of Brand, Swiggy, explaining the thinking behind the campaign.
Beyond the pun, the LPG offering is aimed at making cylinder access more convenient for consumers. HP Navya is lighter and corrosion-resistant, while its translucent body allows users to monitor the gas level. It can also be purchased without an existing domestic LPG connection, positioning it as an option for apartments, smaller households, students and working professionals.
There is also a practical twist to the delivery model. LPG orders placed through Instamart are fulfilled by HPCL’s authorised distributor network and delivered by trained personnel in line with applicable safety and regulatory protocols.
First-time customers are required to complete identity verification, while subsequent refills can be ordered by returning the empty HPCL cylinder when the replacement is delivered.
For Instamart, the Bengaluru campaign turns a relatively functional service launch into a piece of contextual advertising proving that sometimes, the best way to explain what is in the cart is to let the pun do the heavy lifting.
