Ajay Devgn Stars in Instamart’s AI Sale
Instamart’s new campaign with Ajay Devgn uses AI visuals to announce 50-90% off in just ten-minute deliveries during the Quick India Movement Sale.
Prakhar
Instamart, the quick-commerce platform under Swiggy, has rolled out its latest campaign featuring Bollywood star Ajay Devgn, spotlighting the Quick India Movement Sale. The film is meant to grab attention with its AI-powered visuals and announce massive discounts (50-90%) coupled with ultra-fast, 10-minute deliveries. The campaign runs from September 19-28 on both the Instamart and Swiggy apps.
The ad takes off with a surreal sequence where Ajay Devgn multiplies infinitely using AI effects, playing off his iconic debut from Phool Aur Kaante. The screen is filled with his avatars, each mimicking a split, giving viewers the sense of a fun, memorable spectacle. Devgn himself delivers the line: “Aur agar aap soch rahe hain ki itne saare Ajay kyu hain! Well, because AI. Ajay Infinite.” The visuals are designed to be absurd, nostalgic, and meme-worthy — all to amplify engagement and shareability.
The central promise of the film is bold: huge discounts and deliveries within ten minutes. It builds on Instamart’s identity of speed and value, positioning the Quick India Movement Sale as not just a regular promo, but an event where quickness meets great deals. Ajay Devgn’s involvement lends credibility and a familiar face to the offer.
Mayur Hola, Vice President of Brand Marketing at Swiggy, frames this as an evolution of their earlier film with Devgn. The first focussed on nostalgia, while this one shifts to a futuristic, AI-enabled twist. According to him, “multiplying Ajay into infinity” is symbolic of multiplying excitement and value for customers. Devgn himself remarks on how the film builds on his Phool Aur Kaante stunt legacy, giving it a modern spin through technology and speed.
The Quick India Movement Sale covers various product categories — including smartphones, electronics, kitchenware, beauty, and toys. During the campaign period, shoppers can expect 50–90% discounts and the promise that orders will be delivered in just ten minutes. These offers are live on both Instamart and Swiggy apps, aiming for widespread visibility and participation.
Audience Appeal & Market Impact
The campaign is clearly engineered to target urban consumers who value speed, instant gratification, and deep discounts. By combining tech (AI visuals), celebrity power (Ajay Devgn), and a strong value proposition (fast delivery + big discounts), Instamart is trying to stand out in the crowded quick-commerce space. The nostalgia angle also helps connect with audiences familiar with Devgn’s earlier work, while the futuristic feel appeals to younger, tech-savvy shoppers. It’s likely this blend will help the sale gain traction in both volume and awareness.
