Instamart Surprises Mumbai’s Biggest Mango Fans with ‘Aamnivorous’ Kits
Instamart has surprised Mumbai’s biggest mango lovers with exclusive ‘Aamnivorous’ kits as part of its ‘Aam Paglu’ campaign, celebrating the city’s most dedicated mango enthusiasts.
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With the mango season drawing to a close, Instamart has surprised some of Mumbai’s biggest mango enthusiasts with exclusive ‘Aamnivorous’ kits, as a reward for customers who have ordered an extraordinary number of mangoes over the summer.
Social media has been agog in the last couple of days with unboxing videos and reaction posts by users who were taken by surprise to receive the quirky gift boxes along with their mango orders.
The kits come with a bib, pimple patch, stickers, wet wipes and a personalised note, saluting what Instamart calls the city's most dedicated "Aam Paglus" - customers whose love for mangoes defined the season.
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A Celebration of Mango Obsession:
The Aamnivorous kit draws on the messy joy of eating mangoes, acknowledging that the fruit often means sticky fingers, stained clothes and little regard for table manners.
The campaign is said to celebrate the emotional connection that comes with the mango season in India.
Several recipients voiced surprise on social media.
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One LinkedIn user said she had ordered only mangoes through Instamart but “ended up with much more than just mangoes” after getting the surprise Aamnivorous kit.
Some joked that they had not been given another box of mangoes but rather a whole mango-themed experience.
An Extension of the ‘Aam Paglu’ Campaign:
The surprise kits are part of Instamart’s ongoing ‘Aam Paglu’ campaign, which celebrates India’s annual obsession with mangoes – from tracking the arrival of the various varieties to debating favourites and making the most of the short-lived season.
Earlier this summer, Instamart found that India’s craving for mangoes starts well before the peak Alphonso season.
Sindhu was the most ordered variety of mango in the country, while Bengaluru saw maximum consumption overall, the company said. Mumbai was different though, as customers were ordering mangoes by the crate, not by the kilogram.
