MONSOON BLUES × SWIGGY INSTAMART
Monsoon Blues is an in-app Instamart experience that turns Mumbai’s iconic blue tarpaulin into a moment of play. Using a lightweight color-detection camera inside the Instamart app, the feature transforms any “Mumbai blue” tarp or umbrella into animated monsoon clouds, rain, and surprise rewards. Designed for speed, simplicity, and cultural relevance, the activation brought a hyper-local twist to the season and generated strong participation, social buzz, and widespread press coverage.
Monsoon Blues is an in-app Instamart experience that turns Mumbai’s iconic blue tarpaulin into a moment of play. Using a lightweight color-detection camera inside the Instamart app, the feature transforms any “Mumbai blue” tarp or umbrella into animated monsoon clouds, rain, and surprise rewards. Designed for speed, simplicity, and cultural relevance, the activation brought a hyper-local twist to the season and generated strong participation, social buzz, and widespread press coverage.
Role:
Lead Creative Technologist with Kulfi Collective, collab 4Lunches
Tools Used:
WebGL
client: Swiggy Instamart
The Ask
Swiggy Instamart wanted a seasonal digital activation that would sit directly inside their app and resonate with Mumbai during the monsoon.To create an interactive moment that feels hyper-local, instantly shareable, and true to Instamart’s fast, playful brand voice — without adding friction to the user journey.
The Insight
During Mumbai’s monsoon, the city turns a familiar shade of blue – from tarpaulin-covered stalls to makeshift shelters, umbrellas, carts, and rooftops. This blue tarp is more than an object; it’s a collective memory and a visual identity of the season.
Instead of fighting the rain, Mumbaikars adapt, improvise, and create joy in the chaos. We saw an opportunity to turn this everyday monsoon symbol into a moment of play.
Our Approach & Strategy
We created Monsoon Blues – an in-app camera experience that detects “Mumbai blue” and transforms it into a playful Instamart moment. Scan any tarp or umbrella, and animated Swiggy clouds appear, bringing rain and rewards.
A simple, joyful way to make Instamart part of the monsoon conversation.
We created Monsoon Blues – an in-app camera experience that detects “Mumbai blue” and transforms it into a playful Instamart moment. Scan any tarp or umbrella, and animated Swiggy clouds appear, bringing rain and rewards.
A simple, joyful way to make Instamart part of the monsoon conversation.
Design & Development
Our strategy was simple: make monsoon play feel frictionless – a quick, treasure-hunt moment directly inside the Instamart app.
One tap from the app page launches the camera, where users scan the blue, spot the clouds, and tap to claim rewards – a tiny gamified loop designed to spark repeat engagement. The experience was engineered to feel fully native: fast, responsive, and always within the Instamart environment.
A lightweight asset system ensured quick load times and smooth performance across devices, making the activation both scalable and easy to extend for future moments.
Our strategy was simple: make monsoon play feel frictionless – a quick, treasure-hunt moment directly inside the Instamart app.
One tap from the app page launches the camera, where users scan the blue, spot the clouds, and tap to claim rewards – a tiny gamified loop designed to spark repeat engagement. The experience was engineered to feel fully native: fast, responsive, and always within the Instamart environment.
A lightweight asset system ensured quick load times and smooth performance across devices, making the activation both scalable and easy to extend for future moments.
Reception & Impact
The campaign sparked widespread participation and social buzz, with users sharing Monsoon Blues moments across the city. It was also picked up by multiple marketing publications, including Media Infoline, Adtech Today, Marketing Mind, and Media Brief.
Impact Highlights
The campaign sparked widespread participation and social buzz, with users sharing Monsoon Blues moments across the city. It was also picked up by multiple marketing publications, including Media Infoline, Adtech Today, Marketing Mind, and Media Brief.
Impact Highlights
- 3,500+ unique participants in 10 days
- 7M social reach from organic user amplification
- 8M+ additional reach through earned PR
- 23% engagement on Instamart in-app banners
- 150K+ social interactions across posts and shares
Credits
TBD
TBD