Havas Media India has launched an innovative newspaper campaign for Swiggy Instamart and Go Zero, embedding a functioning LED light into a full-page print ad that activates the moment a reader turns the page.
Designed to mimic the inside of a refrigerator, the ad creates a tactile and visual experience rarely associated with print. As the page is opened, the LED light switches on, simulating the familiar act of opening a fridge door. The visual reveals an Instamart delivery partner holding a tub of Go Zero ice cream effectively collapsing the gap between craving and consumption into a single, instinctive moment.
The idea originated from an LED-enabled sample innovation shared by the Instamart team. Recognising its potential, Havas Media identified the refrigerator as the perfect contextual anchor where both brands intersect. While Instamart positions itself as a solution for instant fulfilment, Go Zero aligns with guilt-free indulgence, making the fridge a symbolic space where impulse meets satisfaction.
Uday Mohan, COO, Havas Media India and Havas Play, said “What excites me about this work is the discipline behind it. The LED is not a novelty; it is a precisely engineered media moment that emerges directly from the insight. Taking a format innovation and finding its perfect strategic home that is the standard we hold ourselves to: every element of the plan should be doing strategic work, not just creative work.”
Mayur Hola, Head of Brand, Swiggy, added “Print works best when it makes you pause and participate, not just flip the page. We wanted to recreate a behaviour that’s almost muscle memory, like opening the fridge and bringing that moment alive within the newspaper. It’s simple, instantly relatable, and brings together convenience and craving in a single interaction. That’s exactly what Instamart and Go Zero are about- showing up in that instant, and making it effortlessly accessible”
Kiran Shah, Founder, Go Zero, said “Ice cream is rarely planned. It’s a spontaneous, in-the-moment craving. This idea captures the exact moment of discovery: opening the fridge and finding something you want instantly. It’s playful, intuitive, and brings our guilt-free indulgence proposition to life in a way that people can actually feel.”
