Swiggy Instamart & The Times of India

As India enters its peak mango season, the front page of the newspaper is filled with the aroma of mangoes.

In order to promote India's peak mango season, the grocery delivery platform Swiggy Instamart collaborated with the daily newspaper The Times of India (TOI) to create an aromatic experience. The front page of the TOI Sunday Times displayed a vibrant, full-page image of mangoes infused with the fruit's aroma for a single day in the month of June 2024. The audience was provided A comprehensive sensory experience by inviting them to "read this advertisement with your nose." A total of approximately 800,000 copies of the special edition were made available to the public.

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