Hello everyone! How are you doing?
The cold waves and rains have finally left northern India, and it's all sunny now—which comes with its own kind of irritation. I guess we can never be fully happy.
I spent the last week of January roaming the streets of Braj and enjoying Braj ki Holi. Holi is celebrated there for 40 days, and it was a much-needed break. The first week of February was spent attending my cousin's wedding and hearing endless questions from relatives about when I'll get married. ugh!
I came back yesterday, I'm writing this today, and tomorrow it goes live. Is it love or craziness? You tell me.
Even though I was busy last week, I had no time to check social media. But every time I opened LinkedIn for a second, there was always a new post about Superyou x Instamart's campaign.
However, every post focused on appreciation of the campaign, with very little discussion on why it worked.
So, we'll attempt to answer that question—why was this campaign so awesome?
Campaign context:
SuperYou launched its new product, 20g protein wafer with Instamart through a pull-up challenge at a Mumbai mall, turning the product launch into a real-world fitness experience. The product is exclusively available on Instamart.
6 Reasons why the launch was a success:
1/ Old launch model v/s this campaign
Before we look at the uniqueness of this campaign, we need to look at what other launch campaigns look like these days.
> Announcement posts
> Influencer promotions
> Website traffic
> Later conversions
What did this campaign do differently?
> Physical experience first
> Proof of product benefit
> Immediate purchase via Instamart
> Social amplification from the event
They not just changed the entry point of launch, they changed every step of it.
2/ Online v/s offline campaigns
Right now, if you ask any founder how they want to launch their new product, they won't even think about going offline.
But SuperYou's offline campaign showed that offline is still king, even though online has expanded significantly.
3/ It turns Instamart from a logistics medium into part of the brand narrative.
Normally, distribution is treated like logistics, just a way to get the product to the customer.
Brand runs ads
Customer goes to Amazon / store later
Platform just fulfills the order
Distribution is invisible.
What happened in this campaign?
Instamart wasn’t just delivering the product, it was part of the launch idea itself.
The campaign worked better because:
the product was available instantly
ordering required almost zero effort
the delivery promise matched the impulse created by the pull-up challenge
Without Instamart, the pull-up challenge becomes just a mall event.
With Instamart, it becomes a conversion engine.
4/ It reduced the gap between discovery and purchase
Continuing to our last point, it also reduced the gap between discovery and purchase.
In traditional marketing, the customer journey takes time.
You see an ad
You forget about it
You see it again later
You maybe search for it
You eventually buy
There’s friction and delay between discovery and purchase.
That delay is where most potential customers drop off.
What this campaign did differently?
The campaign reduced that delay by making it instantly available on quick commerce.
Because impulse and motivation don’t last long.
Right after a fitness challenge:
motivation is high
curiosity is high
emotional engagement is high
If buying takes effort, that energy disappears.
Quick commerce captures that moment.
5/ It showed the benefit instead of claiming it
Most marketing communicates benefits through words and visuals.
For example, a protein snack ad usually says:
20g protein
fuel your body
stronger performance
healthy snacking
These are claims.
What this campaign did differently?
Instead of talking about strength and protein, the brand created a fitness challenge where people did pull-ups.
Now the benefit becomes experienced, not advertised.
People don’t just hear: This product supports strength.
They feel: This is connected to strength.
That’s a much stronger psychological connection. The campaign turned a product claim into a physical experience.
hiring influencers
producing polished videos
pushing campaign hashtags
running paid ads
Content is manufactured first, then distributed.
What this campaign did differently?
The fitness challenge itself was content.
When something is:
interactive
physical
public
slightly competitive
People naturally:
record it
post it
share it
talk about it
The experience becomes the content engine. It created moments people wanted to share.
TD;RL for brands to run a successful campaign:
1. Don’t just launch the product — design the buying moment
SuperYou did this with Instant delivery by Instamart.
2. Make the product claim tangible
If your product has a clear benefit, find a way to demonstrate it instead of describing it.
People trust experience more than messaging.
SuperYou did it by pull-up challenge.
3. Treat distribution like strategy, not operations
Most brands think about distribution after marketing.
This campaign shows: distribution can be part of the marketing idea itself.
Quick commerce, retail partnerships, pop-ups, trials — these can shape how a product is discovered and bought.
4. Reduce the time between interest and purchase
Every extra step reduces conversion.
If a brand can move people from: interest → purchase
At the same moment, results improve dramatically.
That’s what quick-commerce-enabled launches make possible.
5. Create experiences people want to share
Instead of asking: Can this campaign go viral?
Ask: Would someone naturally record or share this moment?
That mindset produces more authentic social content.
This is it for today’s newsletter. I’ll be back next Saturday at 11am with another edition. Until then keep creating, keep experimenting and keep growing with Charaiveti.
P.S. Interested in a positioning audit for your brand? Book a call here.