This Mother’s Day, Instamart went beyond instant deliveries to deliver something truly heartwarming: the gift of presence. As part of its #AddYourselfToCart campaign, Instamart reunited consumers with their mother, creating unforgettable moments of love, surprise, and connection.

The emotional campaign, conceptualized around the insight that the best gift for a mom is her children’s presence, highlighted how small gestures can lead to the biggest joys. The children, each living in different cities and unable to meet their mother due to distance and commitment, were flown to their hometowns, picked up by Instamart delivery partners and surprised their mothers, all orchestrated seamlessly by Instamart. The initiative struck a chord online with the video of the winners garnering hundreds of shares and emotional responses within hours of release.

It all started with a surprise message Instamart users found while placing their orders last week: “We’ll deliver you to mom this Mother’s Day. (Add yourself to cart.)” In collaboration with IndiGo and MakeMyTrip, lucky winners will be hand-delivered to their moms in surprise reunions. On May 11, selected participants were picked up by an Instamart delivery partner, flown home, and reunited with their mothers—turning the idea of “quick delivery” into something profoundly personal.