Mumbai: Nobody can ever resist the tempting nostalgia that a smell can evoke, and Swiggy Instamart knows this too well. The latest ad by the quick commerce platform leverages the power of sensorial advertising to launch an innovative scented print advertisement, inviting the audience to “smell” the image of the freshest mangoes.

The campaign features a vivid photograph showcasing the essence of mangoes from Ratnagiri, Banganapalli, and Kesar to Totapuri, Dasheri, and Badami: the lush, golden flesh, the dewy skin, and the juicy slices. The headline of the scented mango ad reads “Read this ad with your nose” tempting readers to resist imagining the sweet, tropical summer aroma of mangoes while simultaneously encouraging them to do just that. After all, who can resist the temptation of a ripe, fragrant mango?

This is Synesthesia at work, a phenomenon where one sense evokes another, creating a symphony of sensory experiences. The sight of these perfectly captured varieties of mangoes, coupled with the familiar and intoxicating scent of their sweet, fruity aroma can get even those with the greatest self-control to give into ordering them on Swiggy Instamart for instant gratification within 10 minutes.  The ad uses the universally loved fruit and its distinctive fragrance to create a multisensory experience, tricking the brain into “smelling” the image, thereby, finishing the ad in their minds. It’s essentially an olfactory illusion.

Swiggy CGMO Ashwath Swaminathan 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 Synesthesia, 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."

Swiggy Instamart’s campaign aims to enhance the sensory appeal of mangoes, making the online shopping experience more immersive and enticing. By engaging multiple senses, Swiggy Instamart connects with customers on a deeper level, making ordering mangoes more irresistible than ever. Havas Media Network was the official media partner, crucial in executing this groundbreaking advertisement.