Havas Media India, the media agency on record for Instamart, has developed an immersive print campaign in collaboration with Go Zero, introducing an LED-enabled newspaper execution that activates when a reader turns the page. The initiative is designed to physically recreate the moment of opening a refrigerator, merging media innovation with behavioural insight.
The campaign features a full-page newspaper layout styled as the interior of a fridge. As the page is turned, an embedded LED light switches on, revealing an Instamart delivery partner holding a tub of Go Zero ice cream. The execution is designed to collapse the gap between craving and fulfilment, visually and physically connecting the moment of desire with instant availability.
The creative idea originated from an internal sample innovation shared by the Instamart team, which featured an LED-embedded card. Havas Media identified the potential to scale this concept into a print environment, selecting the refrigerator as the central contextual anchor. The fridge was positioned as a shared behavioural space for both brands, representing the point where impulse and satisfaction intersect.
The strategy aligns with Instamart’s proposition of reducing the time between craving and delivery, while Go Zero’s positioning focuses on indulgence without guilt. By translating these brand ideas into a tactile print experience, the campaign reinforces both propositions through a single interactive moment.
Print was chosen as the primary medium due to its physical nature and ability to surprise readers through unexpected interaction. The execution required significant production engineering, including the design and integration of a functioning LED mechanism within a newspaper spread. The project involved close coordination between strategy, creative, production and media planning teams at Havas Media, along with the brand team at Swiggy Instamart.
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, said: "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."
The campaign reflects a growing trend in media innovation where traditional formats are being reimagined as interactive experiences. By combining physical print with embedded technology, Havas Media demonstrates how contextual creativity and executional discipline can transform a static medium into a participatory brand moment.
