Instamart, India’s leading quick-commerce platform, takes a refreshingly unconventional turn this Mother’s Day with its latest campaign—“Add Yourself to Cart.” Steering away from the usual flowers and chocolates, the campaign champions a heartwarming message: presence over presents. While Instamart continues to offer a wide array of thoughtful gifts—from roses and greeting cards to chocolates, perfumes, handbags, and home décor—the true focus this year is on something far more meaningful: you.
By weaving together technology, emotion, and a touch of surreal humor, the campaign delivers a poignant yet playful reminder of what mothers truly value most—the time and presence of their loved ones.
The campaign comes alive through a quirky and endearing ad film that opens with a young woman casually scrolling through the Instamart app. She stumbles upon an unexpected prompt: “Add Yourself to Cart.” With one tap, she’s whisked away—half-snuggled inside a giant Instamart delivery bag. Carried by a delivery partner, her whimsical journey winds through elevators, roadside tea stalls, and even a scenic jetty, culminating in a heartwarming reunion at her mother’s doorstep. The film closes with a powerful message: this Mother’s Day, the most meaningful gift is you.
But Instamart doesn’t stop at clever storytelling—they’re turning the concept into reality for their users. From May 2 to 5, select customers were greeted with a surprise message at checkout: “We’ll deliver you to mom this Mother’s Day. (Add yourself to cart.)”
In collaboration with IndiGo and MakeMyTrip, Instamart is making heartfelt reunions possible. Five lucky winners will be “delivered” to their mothers in surprise homecomings. Picked up by a Swiggy delivery partner and flown home, these users will experience the ultimate personal delivery—transforming the idea of quick commerce into a deeply emotional gesture.
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.
