Swiggy Instamart creates “Instapur”

Instamart, Swiggy’s quick commerce grocery delivery service has launched a multi-platform brand campaign titled ‘Instapur’ featuring popular VJ and actor Cyrus Sahukar.

The campaign features a mix of 25-second TV spots created to portray the weekly and monthly needs of a typical Indian household.

Set in a fantasy universe but using very relatable situations, and paired with Swiggy’s characteristic subtle humour, the ads showcase how Instamart is the go-to place to get a wide range of groceries, vegetables, fruits, baby care, cleaning products etc, delivered in minutes.

With Instamart, the consumer has the power of summoning anything needed instantly. In other words, the consumer truly gets to feel a like a king.

This insight gave birth to Instapur, a fictitious kingdom set somewhere in India and sometime in the past. Instapur is full of colourful characters – a king, a queen, a crown prince, a council of ministers, soldiers, and its loving subjects.

The king of Instapur is a stern and wise character but inadvertently finds himself in some hilarious situations whenever he has the need to get his everyday essentials.

In the first film, the king is leaving his palace to wage a war when his queen comes up to him. He thinks that she has come to give him a heartfelt send-off and wish him luck but instead, much to his chagrin, she wants him to finish ordering their monthly groceries before he leaves. Thankfully the king has Instamart with him, and he does his wife’s bidding in the blink of an eye.

The second film opens with two ministers fighting. The king intervenes and asks them to stop. He then orders snacks and beverages on Instamart. For a moment we think the king meant well but we are in for a surprise as he asks the ministers to resume fighting. And he gets set to watch the entertainment enjoying his chips and cola!

In addition to these two films, the campaign also features some fun films highlighting the various other categories on Instamart- ‘Fruits & Vegetables’, ‘Cleaning products’ and ‘Baby care products’. The master campaign is in Hindi with multiple language dubs across 7+ languages including Tamil, Telugu, Malayalam, Kannada & more.

Commenting on the new campaign that spans TV, digital, print, and outdoor, Aparna Giridhar, VP Marketing at Swiggy, said, "While this is set in a fictitious world, the scenarios occur in our everyday lives. Whether you forget to get groceries on time or need your munchies when you watch your favourite shows or any other category you consume, Instamart is always the answer to instantly let you fulfill your everyday needs that truly make you live it up like Royalty."

Deepan Ramachandran, Founder and Creative Head- Mind Your Language, said “The quick commerce industry is a growing sector in India right now. It is a category that is easily understood by the consumer. What the category needs is a bag full of disruption to create salience. And that’s what we have attempted to do with this magical universe of Instapur.”

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