Campaigns
LPG or acidity? Instamart’s billboard has both ‘gas problems’ covered
Conceptualised in-house and executed in Bengaluru, Instamart’s latest outdoor campaign brings an LPG cylinder and Digene together to promote its new LPG delivery service.
An LPG cylinder and a pack of Digene may not be the first two products you would expect to see together on a billboard. Instamart has brought the two together for its latest outdoor campaign in Bengaluru.
The billboard shows HPCL’s HP Navya composite LPG cylinder sitting in a shopping cart alongside Digene. The copy, “Gas problem? We got you,” plays on the two meanings of “gas” – the LPG used for cooking and the digestive discomfort associated with food.
The campaign comes as Instamart expands its quick-commerce offering to include LPG cylinders. Through its partnership with Hindustan Petroleum Corporation Limited (HPCL), customers in selected parts of Bengaluru can order HP Navya 10kg composite cylinders and 5kg metal cylinders through the platform.
The campaign has been developed by Instamart’s in-house team and is also being pushed through social media.
With just two products and a short line, the campaign uses an everyday shopping-cart visual to introduce a new category on Instamart while giving the brand room for a bit of wordplay.
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