e-commerce
The Family Man S3 blitzes India with Zepto, KBC and Cricbuzz tie-ins
MUMBAI: Amazon Prime Video rolled out an unusually extensive marketing push for The Family Man Season 3, using a clutch of seamless integrations across television, digital platforms and a category-first commerce tie-in with Zepto.
The centrepiece was a “mission binge” activation on Zepto, where, for the first time, the quick-commerce app opened its search bar to an external entertainment partner. Users typing “The Family Man” or “The Wanted Man” between 6pm and midnight were funnelled into a story-driven search journey ending in a curated list of “binge supplies needed for 6 hours”, nodding to the new season’s runtime. Character-led cues shaped the experience: Srikant’s spartan logic steered essential snacks, while JK’s appetite lent itself to indulgent momo picks tied to the show’s storyline.
Two more low-friction moments surfaced across mass-reach platforms. On Kaun Banega Crorepati, an in-show conversational prompt nodded to the series in a natural, narrative-appropriate way. During the India–South Africa match, Cricbuzz commentators Shaun Pollock and Murali Kartik laced their post-match exchanges with references echoing the season’s central dilemma, whether characters act “by the book or by their will”. The cricket crossover triggered a flurry of positive reactions from fans online.
Together, the activations created a surround-sound presence through the launch window of 21st–24th November, embedding the show into everyday environments without leaning on conventional promotional tropes.
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.
