This Onam, Instamart introduced a new in-app feature, ‘Perfect Pookkalam’, designed around the tradition of creating floral rangolis during the festival. The feature provides curated designs along with the exact flower quantities required, accompanied by step-by-step guides so that even first-time participants can recreate the patterns at home.
To support this, the platform expanded its Onam assortment to include more than 50 varieties of fresh flowers and leaves in eight colours, ranging from marigold petals, shevanti, tulsi, and mor pakhn to mixed assortments. Traditional leaves such as mango, banana, bel patta, betel, and durva grass were also made available.
The initiative was supported through collaborations with local vendors across Kerala, ensuring that households had access to seasonal and locally relevant blooms during the festival period.
Speaking about the feature, Mayur Hola, VP - Brand Marketing at Swiggy, said, “Onam is all about coming together, and the Pookkalam sits right at the heart of those celebrations. With our ‘Perfect Pookkalam’ feature, we wanted to take away the small hassles—whether it’s picking a design or figuring out how much of which flower you need—so families can spend more time enjoying the festival. Instamart steps in to handle the details, leaving the joy and togetherness to you.”
As part of the campaign, Instamart will unveil a unique billboard innovation, designed with artificial flowers to create a striking 3D pookkalam that captures the attention of passersby. The installation further integrates a QR code, directing viewers seamlessly to the ‘Perfect Pookkalam’ feature on the Swiggy app.
