“Read this with your nose,” a statement that highlights the power of print media all over again. The aroma enhances human emotions. Swiggy Instamart’s latest campaign, crafted in collaboration with Havas India, underscores the enduring power of print media through a groundbreaking approach to sensorial advertising. By introducing a scented print advertisement, the campaign ingeniously combines visual allure with the evocative power of scent, inviting readers to “smell” the vivid images of fresh mangoes. This multisensory engagement features lush photographs of mango varieties such as Ratnagiri, Banganapalli, Kesar, Totapuri, Dasheri, and Badami, paired with the sweet, tropical aroma of summer mangoes, creating a captivating and memorable consumer experience.

Ashwath Swaminathan, Chief Growth & Marketing Officer, Swiggy said, “With this campaign, we wanted to go beyond traditional advertising and create a sensory experience that ignites the senses and brings the joy of mango season directly to our customers. By tapping into the powerful concept of Olfactory, we’re able to evoke the essence of fresh mangoes, but also help users fix their cravings in an instant by ordering on Swiggy Instamart.”

Mohit Joshi, CEO of Havas Network India, emphasizes that this campaign illustrates the unique strengths of print media, highlighting its capacity to deliver immersive and differentiated brand experiences. He stated, “The power of print shows that when top minds unite, innovation knows no bounds.”

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Industry experts have lauded the campaign for setting a new standard in creativity and consumer engagement in print advertising. The invitation to “Read this ad with your nose” has sparked curiosity and conversation, showcasing that print media can still innovate and captivate in ways that digital formats often cannot. This campaign reaffirms that print remains a viable and potent medium for brands aiming to create lasting impressions and stand out in a crowded market, leveraging its tactile and sensory qualities to engage audiences on a deeper level.