Ad Campaigns
Swiggy Instamart tempts with the smell of mangoes
Mumbai: Nobody can ever resist the tempting nostalgia that a smell can evoke, and Swiggy Instamart knows this too well. The latest ad by the quick commerce platform leverages the power of sensorial advertising to launch an innovative scented print advertisement, inviting the audience to “smell” the image of the freshest mangoes.
The campaign features a vivid photograph showcasing the essence of mangoes from Ratnagiri, Banganapalli, and Kesar to Totapuri, Dasheri, and Badami: the lush, golden flesh, the dewy skin, and the juicy slices. The headline of the scented mango ad reads “Read this ad with your nose” tempting readers to resist imagining the sweet, tropical summer aroma of mangoes while simultaneously encouraging them to do just that. After all, who can resist the temptation of a ripe, fragrant mango?
This is Synesthesia at work, a phenomenon where one sense evokes another, creating a symphony of sensory experiences. The sight of these perfectly captured varieties of mangoes, coupled with the familiar and intoxicating scent of their sweet, fruity aroma can get even those with the greatest self-control to give into ordering them on Swiggy Instamart for instant gratification within 10 minutes. The ad uses the universally loved fruit and its distinctive fragrance to create a multisensory experience, tricking the brain into “smelling” the image, thereby, finishing the ad in their minds. It’s essentially an olfactory illusion.
Swiggy CGMO Ashwath Swaminathan said, “With this campaign, we wanted to go beyond traditional advertising and create a sensory experience that ignites the senses and brings the joy of mango season directly to our customers. By tapping into the powerful concept of Synesthesia, we’re able to evoke the essence of fresh mangoes, but also help users fix their cravings in an instant by ordering on Swiggy Instamart.”
Swiggy Instamart’s campaign aims to enhance the sensory appeal of mangoes, making the online shopping experience more immersive and enticing. By engaging multiple senses, Swiggy Instamart connects with customers on a deeper level, making ordering mangoes more irresistible than ever. Havas Media Network was the official media partner, crucial in executing this groundbreaking advertisement.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
