New Delhi: Havas Media India has unveiled a first-of-its-kind print innovation for Swiggy Instamart and Go Zero, transforming a traditional newspaper ad into an interactive brand experience using embedded LED technology.
The campaign features a full-page newspaper spread designed to mimic the inside of a refrigerator. As readers turn the page, a built-in LED light activates, simulating the familiar act of opening a fridge. The reveal showcases an Instamart delivery partner holding a tub of Go Zero ice cream, effectively bridging the gap between impulse and instant gratification.
The concept originated from a sample LED-enabled card shared by the Instamart team, which Havas Media identified as a scalable creative opportunity. By contextualising the innovation within the universally relatable “fridge moment,” the campaign aligns with Instamart’s promise of instant delivery and Go Zero’s positioning around guilt-free indulgence.
Havas Media selected print as the medium to leverage its tactile and immersive nature, turning a static format into an engaging sensory experience. Executing the idea required significant production engineering, including the design and large-scale integration of functional LED units within newspaper spreads, in collaboration with cross-functional teams and the brand partners.
Uday Mohan, COO, Havas Media India and Havas Play, said, “What excites me about this work is the discipline behind it. The LED is not a novelty; it is a precisely engineered media moment that emerges directly from the insight. Taking a format innovation and finding its perfect strategic home that is the standard we hold ourselves to: every element of the plan should be doing strategic work, not just creative work.”
Mayur Hola, Head of Brand, Swiggy, said, “Print works best when it makes you pause and participate, not just flip the page. We wanted to recreate a behaviour that’s almost muscle memory, like opening the fridge and bringing that moment alive within the newspaper. It’s simple, instantly relatable, and brings together convenience and craving in a single interaction. That’s exactly what Instamart and Go Zero are about- showing up in that instant, and making it effortlessly accessible”
Kiran Shah, Founder, Go Zero, said, “Ice cream is rarely planned. It’s a spontaneous, in-the-moment craving. This idea captures the exact moment of discovery: opening the fridge and finding something you want instantly. It’s playful, intuitive, and brings our guilt-free indulgence proposition to life in a way that people can actually feel.”
The campaign underscores the potential of innovative print executions to deliver high-impact engagement, reflecting a strong client-agency collaboration that blends creative thinking with strategic precision and technical execution.
