Swiggy Instamart and Hamleys blend nostalgia and speed in latest campaign

Swiggy Instamart, a quick commerce platform, recently partnered with popular toy store Hamleys, offering doorstep delivery of toys in just 10 minutes. Havas Media Tribes, the OOH arm of media conglomerate Havas Media Network India, marked this collaboration through an outdoor display at DLF Cyber Hub at Gurugram. It featured an installation comprising a Swiggy delivery bike carrying Hamleys toys.

Speaking on this collaboration, Abhishek Shetty, marketing lead from Swiggy Instamart, said, “We are the first quick commerce platform to partner with Hamleys, allowing us to extend our mission to a new realm, ensuring that children and families can enjoy premium toys delivered right to their doorsteps in a matter of minutes.” 

This partnership aims to enhance customer convenience in metro cities by making premium toys from top brands like Disney, Mattel (Barbie), Kingdom of Play, Simba, Mattel Games, Paw Patrol, Hot Wheels, and Play-Doh delivered within minutes. Calling this the first-of-its-kind service of its kind in India, Swiggy Instamart stated that it will offer a wide range of toys for all ages, promoting fun and learning for both children and adults. Currently, there are122 stock keeping units (SKUs) of Hamleys toys on Swiggy Instamart.

Speaking on this association, Uday Mohan, COO, Havas Media India, said, "Havas Media India is best known for its innovation and creating Meaningful media experiences for the brands that we work with. Our goal with this campaign was to blend nostalgia with modern-day convenience. The matchbox installation is a symbol of the magical experience Hamleys has stood for over the years, combined with the speed and efficiency of Swiggy Instamart. It is a perfect way to showcase this unique partnership.”

 

 

 

 

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Campaign’s take: Swiggy Instamart has taken its quick commerce game up a notch by teaming up with Hamleys to deliver toys in under 10 minutes. Its OOH campaign at DLF Cyber Hub in Gurugram, featuring a vibrant installation of a Swiggy delivery bike loaded with Hamleys toys, taps into both nostalgia and convenience, aiming to attract the attention of passersby and underpinning Swiggy's growing range of offerings.

With the quick commerce sector booming in India, the tech company has already made its mark by delivering everything from snacks to party essentials. This campaign strategically targets parents, emphasising the convenience of ordering toys for instant delivery, catering to last-minute needs and impulse purchases.

By placing the installation at the entrance of a popular upscale mall, Swiggy ensures high visibility and engagement. Kids are naturally drawn to the playful setup, which serves as both an effective advertisement and an experience that blends the fun of childhood with the practicality of modern-day shopping. As Swiggy continues to expand its offerings beyond groceries, this campaign not only highlights its versatility but also reinforces its positioning as a go-to platform for instant consumer needs.