Instamart has turned a familiar household phrase into a witty outdoor advertising idea, putting an LPG cylinder and an antacid together under the line, “Gas problem? We got you.” The contextual OOH campaign is live in Bengaluru and plays on the two meanings of “gas”: the cooking gas that keeps a household running and the digestive discomfort that can follow a meal.
One Billboard, Two Problems
The execution keeps the idea deliberately simple. On one side is HPCL’s HP Navya LPG cylinder, while Digene appears alongside it. Both products sit within Instamart’s offering, making the visual joke immediately understandable.
The line “Gas problem? We got you.” connects the two products without needing a lengthy explanation. One solves the problem in the kitchen; the other addresses the problem that can happen after eating.
The campaign was conceptualised in-house and is also being amplified across social media.
The billboard comes soon after Instamart's partnership with Hindustan Petroleum Corporation Limited (HPCL) to offer LPG cylinders through the platform in Bengaluru. The service includes HP Navya's 10-kg composite cylinder as well as a 5-kg metal cylinder.
The LPG offering is significant for Instamart because it expands quick commerce beyond conventional grocery and household essentials. Customers in the initial service areas can order the cylinders through the platform, with fulfilment handled by HPCL's authorised distributor network and trained personnel.
When Product Expansion Becomes Advertising
What makes the OOH execution interesting is that it doesn't simply announce that LPG is now available on Instamart. Instead, it turns the new category into a cultural observation. The billboard essentially says that Instamart can now handle two very different kinds of everyday “gas problems” and puts both solutions in the same cart.
It is a familiar Instamart-style approach: take a straightforward product proposition and build a quick, contextual joke around it.
With “Gas problem? We got you,” Instamart turns a new service offering into a memorable outdoor moment, while reinforcing its larger promise of solving everyday problems through quick commerce.