e-commerce
Twinings partners with Interactive Avenues
Mumbai: Interactive Avenues, the digital arm of IPG Mediabrands India, has been awarded the e-commerce mandate for Twinings, one of the oldest tea companies in the world. The account will be serviced by the agency’s Gurugram office.
With an incredible heritage of 300+ years, Twinings is well known for its vibrant range of premium teas and wellbeing drinks. Interactive Avenues will focus on expanding the brand’s e-commerce sales and driving growth across India’s biggest marketplaces. The agency will handle their end-to-end e-commerce business, including strategy, content creation, media activation, catalogue management, and more. They will leverage their proprietary e-commerce solution, Carter, to deliver data-driven insights, optimise the brand’s media campaigns, and drive profitability.
“Interactive Avenues has a proven track record of executing successful e-commerce campaigns and delivering significant business results for leading brands. We are confident that their deep digital expertise will help us amplify our online presence and strengthen our reach in India. We look forward to collaborating with their dynamic team,” said Twinings head of marketing – India Jonathan Ellis.
Interactive Avenues VP — e-commerce Shashank Rathore added, “We are delighted to announce our collaboration with Twinings, a household name in India and across the globe. To facilitate their leadership on e-commerce platforms, we will deploy best-in-class strategy frameworks and automation-led tools, with a sharp focus on the end-to-end customer journey. We will also leverage the capabilities of our in-house production studio, Echo to build visually stunning content for the brand.”
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.
