As a means of customer acquisition through aesthetics, Swiggy Instamart, won the heart of Mumbaikars today with its Monsoon Display at Carter Road.
The installation near Khau galli on Carter Road is the perfect ode to Mumbai's soulful monsoon, with bright orange and white umbrellas, in tune with the brand's colour scheme, dangling above the passersby. The creative display was a means to remind consumers about the convenience of ordering umbrellas on Swiggy Instamart, delivered in just 10 minutes.
Mumbaikars soon took to social media to post videos and photos of this display.
Chirag Chauhan, a passerby, took to LinkedIn, to post a picture with the caption, “Just another one of Mumbai's moments. Carter Road has a display of beautifully arranged orange and white umbrellas by @Swiggy Instamart. It's very social media pretty, but it is also a marketing win. Using umbrellas with logos is a great reminder and a smart advertisement story that subtly reinforces the fact that Swiggy Instamart sells umbrellas and it delivers in 10 minutes. This is another wonderful marketing idea. It is different, it is memorable and it adds to consumers instant memory the brand messaging of all essentials delivered in 10 mins.”
Another post from Insidea Director, Nancy Pezarkar, read, “Was on my way to the office when I came across Carter Road lined with umbrellas in bright orange and white. It was just so beautiful that I ended up looking at it for a while. The sky became overcast and automatically I ended up opening Swiggy Instamart and getting my umbrella and monsoon needs delivered in 10 minutes. If this is the smart outdoor marketing advertisement, instamart plans to keep using, I am sure they’d just get imposed on minds.”
