In a creative twist on traditional Mother’s Day gifting, Instamart, India’s leading quick-commerce platform, has launched a charming new campaign titled “Add Yourself to Cart”. The initiative moves beyond flowers and chocolates to deliver what mums truly want—their children.
The campaign’s heart lies in a quirky yet emotional ad film featuring a young woman who discovers the option to “Add Yourself to Cart” while browsing the Instamart app. With a single tap, she embarks on a surreal journey—half-tucked inside a massive Instamart delivery bag—through bustling streets, local tea stalls, and even a ferry, ultimately arriving at her mother’s home. The film closes with an emotional embrace and a powerful message: this Mother’s Day, the best gift is you.
Turning fiction into reality, Instamart extended the concept to real users. From 2–5 May, shoppers placing orders received a surprise message: “We’ll deliver you to mom this Mother’s Day. (Add yourself to cart.)” In partnership with IndiGo and MakeMyTrip, five winners were selected to be “delivered” in person. These participants were picked up by a Swiggy delivery partner, flown home, and reunited with their mothers—creating unforgettable moments that transcend conventional gift-giving.
Mayur Hola, VP - Brand at Swiggy, said: “This Mother’s Day, we’re delivering what no gift can replace: presence and love. ‘Add Yourself to Cart’ is our playful yet heartfelt activation designed to help families bridge distances and create unforgettable moments. We’re reminding everyone that the most meaningful gift for mothers is simply being there—and Instamart will deliver both you and everything else that you want to gift.”
Adding a playful touch, Instamart also unveiled the “Mother of All Bags”, a large, reusable tote designed to double as a bag dispenser—an homage to mums’ legendary bag-saving habits. For medium-sized gifts, customers will receive a limited-edition version featuring an “Anatomy of a Mother’s Heart” illustration, celebrating the many emotions that define motherhood.
Instamart’s campaign delivers not just products, but presence—making this Mother’s Day truly unforgettable.
