Mumbai, September 08th, 2025: Instamart, India’s pioneering quick commerce platform, has unveiled a one-of-a-kind campaign, ‘Monsoon Blues’, designed to add moments of joy and surprise to the season. From 4th September - 13 September, the city’s familiar blue tarpaulins will transform into interactive touchpoints, giving Mumbaikars the chance to win up to ₹10,000 in free cash every day. The campaign has been conceptualised and executed in partnership with Kulfi Collective, blending Instamart’s vision of innovation with Kulfi’s expertise in experiential storytelling.

The activation blends seasonal shopping with playful discovery. As a part of its latest Monsoon Hunt activation, Instamart’s interactive in-app experience bridges the online and offline worlds. The campaign encourages Mumbaikars to hit the streets, spot tarpaulins, and participate in the hunt. To join the Monsoon Hunt, all a user needs to do is scan a blue tarpaulin using the Instamart app, unlock an interactive cloud animation, and tap to claim rewards. Winners will be notified the next day with details of their free cash, redeemable on Instamart.

Speaking about the initiative, Mayur Hola, VP - Brand Marketing at Swiggy said, “At Instamart, we are constantly reimagining how everyday essentials can be experienced with delight. With Instamart’s refreshed blue identity, we wanted to capture this spirit in a way that feels vibrant and modern. The ‘Monsoon Blues’ campaign is a reflection of that — taking something deeply familiar to the city and turning it into a source of playfulness. It’s not just about rewards, but about making the season, and everyday essentials, a little brighter for our users.”

With ‘Monsoon Blues’, Instamart is adding positivity and utility to everyday life while reinforcing its role as a brand that connects meaningfully with the communities it serves. By combining creativity, culture, and customer-first innovation, Instamart continues to set new benchmarks for how quick commerce can engage with consumers in fresh and thoughtful ways.