Instamart has launched a contextual outdoor campaign in Bengaluru that plays on two familiar meanings of the word ‘gas’, bringing an LPG cylinder and an antacid into the same shopping cart.
The billboard features HPCL’s HP Navya composite LPG cylinder and Digene, with the line ‘Gas problem? We got you.’ The in-house campaign follows Instamart’s launch of LPG cylinder delivery on the platform and is also being extended across social media.
The creative uses the everyday household reference to gas to connect two unrelated needs. While HP Navya addresses the gas used for cooking, Digene represents the product consumers may turn to when a meal causes digestive discomfort.
Mayur Hola, Head of Brand - Swiggy, said, "Some gas problems need an LPG cylinder. Some need Digene. We figured, why not put both in the same cart? The idea was to take a phrase everyone knows, give it an Instamart spin and have a little fun with the fact that our carts can now solve some pretty different problems. It’s a small reminder that when everyday life throws something at you, chances are Instamart has a solution for it.”
The campaign builds on Instamart’s partnership with Hindustan Petroleum Corporation Limited (HPCL), through which consumers in select areas of Bengaluru can order HPCL’s HP Navya 10 kg composite LPG cylinder and 5 kg metal LPG cylinder on the platform. The offering was launched as India’s first on-demand LPG cylinder delivery service through a quick-commerce platform.
HP Navya is described as lighter and corrosion-resistant, with a translucent body that allows consumers to monitor the gas level. The cylinder can also be purchased without an existing domestic LPG connection, making it an option for apartments, smaller households, students and working professionals.
Orders placed through Instamart are fulfilled by HPCL’s authorised distributor network and delivered by trained personnel in accordance with applicable safety and regulatory protocols. First-time orders require identity verification, while subsequent refills can be placed by returning the empty HPCL cylinder at the time of delivery.
Digene, meanwhile, is part of Instamart’s OTC healthcare assortment, alongside groceries, household essentials and other everyday products.
