e-commerce
Zepto pads up for PMS with a comfort-first search that feels your feels
MUMBAI: Ever searched for “appraisal” and been served peanuts? Or typed “Prashant” only to get croissants? On Zepto, it wasn’t just a glitch, it became a vibe. What started as meme-worthy misfires on the quick commerce app’s search bar has quietly morphed into something far more meaningful: a barometer for mood, emotion and, now, premenstrual meltdowns.
Zepto’s latest feature, the PMS Search Experience, is a dedicated landing page curated by the women of Zepto to tackle the monthly rollercoaster of premenstrual syndrome with empathy and humour. Typing “PMS” into the app now leads users not just to pads and painkillers, but to a digital moodboard of comfort: herbal teas, heating patches, chocolate bars, plush toys, aromatherapy, and even boxing gloves because some days, “ragey” needs a release.
The page is cleverly divided into relatable moods Crampy, Ragey, Lazy, Irritated, Sad, and Hangry each with tailored product recommendations that promise to soothe, snack or simply see you.
“We heard you. ‘PMS’ is now a search term on Zepto,” said Zepto chief brand and cultural officer Chandan Mendiratta “This wasn’t just about adding period care SKUs we built what we’re calling an emotion page. Something that mirrors the mental and physical state of our users, especially during tough days. We hope it brings comfort, even if you don’t buy anything. And I want to be clear: I won’t and shouldn’t take credit for this. This was built entirely by the women of Zepto. They get you.”
The brand, which earlier launched the viral Period Box, seems to be on a roll when it comes to blending commerce with cultural context. In a world where search bars have long been functional, Zepto’s is slowly becoming emotional and refreshingly human.
For anyone who’s ever searched “Monday blues” or “comfort food” and hoped for more than just items in a cart, this is Zepto quietly saying: we get you.
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.
