CE DESK 
Instamart announces Calvin Klein’s exclusive entry on its platform through playful OOH campaigns featuring cheeky underwear billboards and 10-minute delivery promises for Valentine’s gifting.
Instamart, Swiggy’s ultra-fast commerce platform, announced Calvin Klein’s official entry onto its service with a daring outdoor campaign that puts the brand’s iconic underwear front and center. Launched across Mumbai, Delhi, and Bangalore’s high-traffic zones, the OOH execution features massive billboards where CK’s signature waistband peeks provocatively from jeans, paired with cheeky taglines like “10 minutes to your underwear drawer” and “Instamart: Calvin Klein in 10, not tomorrow.”
The campaign celebrates CK’s full range availability—from classic cotton briefs to logo-heavy trunks and premium modal collections—available for lightning-fast delivery to capitalize on Valentine’s Day intimacy gifting. Strategic placements outside malls, metro stations, and college zones target young urbanites who prioritize speed, style, and subtle seduction in their quick-commerce habits. QR codes on creatives lead directly to Instamart’s CK store page, blending physical impact with seamless digital conversion.
This partnership positions Instamart as the go-to for premium personal care amid fierce competition from Blinkit and Zepto. CK’s curated edit spans men’s performance underwear, women’s seamless bikinis, and loungewear sets, all backed by Instamart’s 10-minute guarantee that transforms impulse buys into reality. Social teasers amplify the cheekiness with reels showing embarrassed shoppers grabbing CK packs mid-date-night panic, hashtagged #UnderwearIn10Mins.
For Calvin Klein, India’s quick-commerce embrace accelerates market penetration in the Rs 5,000 crore innerwear segment. Instamart leverages this high-margin category to boost order values, while the provocative OOH cuts through banner fatigue, proving that nothing delivers desire faster than Calvin Klein arriving at your doorstep before your date does.
