National, May 09, 2025 – Instamart, India’s pioneering quick-commerce platform, is going beyond the traditional flowers and chocolates, in its latest campaign—“Add Yourself to Cart”— a heartwarming and delightfully offbeat thought that puts presence over presents.
While Instamart continues to offer an expansive range of thoughtful gifting options—roses, cards, chocolates, perfumes, handbags, home décor, and more—this campaign is centered on something truly priceless: you. By blending tech, emotion, and a dash of surreal humor, the brand delivers an unforgettable message about what moms really want.
The idea comes to life through a quirky, charming ad film that opens with a young woman casually browsing the Instamart app. She stumbles upon an unusual banner: “Add Yourself to Cart.” With a single tap, her unexpected journey begins—half-tucked inside an oversized Instamart delivery bag. Carried by a delivery partner, she winds her way through elevators, roadside tea stalls, and even across a jetty, before arriving at her mother’s doorstep. The film ends with a touching reunion and a simple truth: this Mother’s Day, the best gift is you.
But Instamart is not stopping at storytelling—they’re bringing the concept to life for real users. From May 2–5, customers encountered a surprise message while placing their orders: “We’ll deliver you to mom this Mother’s Day. (Add yourself to cart.)” In collaboration with IndiGo and MakeMyTrip, five lucky winners will be hand-delivered to their moms in surprise reunions. Selected participants will be picked up by a Swiggy delivery partner, flown home, and reunited with their mothers—turning the idea of “quick delivery” into something profoundly personal.
With “Add Yourself to Cart,” Instamart has crafted a campaign that’s equal parts clever, emotional, and relevant—delivering not just gifts, but meaningful moments. Speaking about the campaign, Mayur Hola, VP – Brand at Swiggy said, “This Mother’s Day, we’re delivering what no gift can replace: presence and love. ‘Add Yourself to Cart’ is our playful yet heartfelt activation designed to help families bridge distances and create unforgettable moments. We’re reminding everyone that the most meaningful gift for mothers is simply being there—and Instamart will deliver both you and everything else that you want to gift.”
In addition to making every delivery special, Instamart is also introducing the “Mother of All Bags”, a large, reusable, functional bag that can later be turned into a bag dispenser. A tongue-in-cheek tribute to every mom’s habit of saving bags for later, this unique tote will be used to deliver all Mother’s Day orders. For medium size gifts, users will receive a limited-edition version of the bag illustrated with the “Anatomy of a Mother’s Heart”, a beautifully designed tribute to the many emotions that define motherhood.