A recent Swiggy Instamart delivery came with an unexpected extra: a small glass tube filled with herbs. No note. No branding explanation. No hint about why it was there.
For a moment, it sparked curiosity. Then confusion set in.
People weren’t sure what they were holding, who it was from, or what they were meant to do with it. Was it a sample? A gift? A teaser? Without context, the experience quickly lost its impact.
That’s where the campaign missed the mark.
In marketing, every touchpoint is a conversation. If the customer has to work too hard to understand the message, the connection breaks. Instead of creating recall or emotion, the moment fades—or worse, frustrates.
The idea may have been well-intentioned and even creative. But creativity without clarity rarely works. When brands don’t explain the why, customers don’t fill in the blanks the way marketers hope they will.
The takeaway is simple:
Good marketing doesn’t test people. It guides them.
Tell them what it is.
Tell them why they’re seeing it.
Tell them what to feel or do next.
Because the fastest way for curiosity to die is confusion—and when that happens, even a thoughtful idea can quietly fail.
