Instamart, the quick commerce platform by Swiggy, has launched its innovative ‘Monsoon Blues’ campaign, turning the city’s iconic blue tarpaulins into interactive rewards hotspots for Mumbaikars. Running from September 4 to 13, the campaign allows users to win up to Rs 10,000 in daily cash rewards while shopping for everyday essentials.
Conceptualized in partnership with Kulfi Collective, the city-wide activation combines experiential storytelling with Instamart’s quick commerce expertise. Participants join the Monsoon Hunt by scanning blue tarpaulins via the Instamart app, unlocking a playful cloud animation, and tapping to claim rewards. Winners are notified the next day with redeemable cash details directly on the app.
The campaign reinforces Instamart’s refreshed blue brand identity while fostering on-ground engagement and excitement. By turning familiar city elements into interactive experiences, Instamart makes monsoon shopping more delightful and culturally relevant for Mumbai residents.
Mayur Hola, VP – Brand Marketing at Swiggy, said:
“At Instamart, we are constantly reimagining how everyday essentials can be experienced with delight. With Instamart’s refreshed blue identity, we wanted to capture this spirit in a way that feels vibrant and modern. The ‘Monsoon Blues’ campaign is a reflection of that — taking something deeply familiar to the city and turning it into a source of playfulness. It’s not just about rewards, but about making the season, and everyday essentials, a little brighter for our users.”
This initiative highlights Instamart’s focus on blending culture, commerce, and creativity, offering Mumbaikars a unique, rewarding, and memorable shopping experience this monsoon season.
