Karisma Kapoor Joins Swiggy Instamart for Dhanteras Campaign

Swiggy Instamart has enlisted 90’s sensation Karisma Kapoor and her iconic track from the 1997 film Hero.No1, "Sona Kitna Sona," to celebrate Dhanteras. The campaign highlights Swiggy Instamart’s festive offering, allowing customers to have gold delivered to their doorstep in just ten minutes.

In the advertisement, Kapoor dances on a film set to the beloved track, while the music director updates the lyrics every few seconds, humorously justifying it with "Sona to chale gaya" in light of Swiggy's new offering.

Executed by Vanilla Films, the campaign has garnered positive feedback from both industry professionals and audiences. This launch follows Swiggy Instamart's recent campaign featuring another 90’s star, Juhi Chawla, showcasing the platform's extensive range of offerings and quick delivery service.

Quick commerce platforms like Swiggy Instamart, BlinkIt, and Zepto have been selling gold and silver coins for occasions like Dhanteras and Akshaya Tritiya for several years. The ability to deliver luxury items such as gold coins, iPhones, and luxury watches in under ten minutes reflects a growing trend in e-commerce, blending convenience with luxury purchasing. Last year, BlinkIt’s CEO, Albinder Dhindsa, revealed that the platform sold over 200 coins per minute.

These quick commerce platforms typically see high demand during the festive season by offering items like Pooja Thalis, flowers, incense sticks, and sweets, catering to consumers' last-minute festive needs. A report by market research firm Datum predicts that e-commerce sales will rise by 23% year-on-year, reaching approximately Rs 1 lakh crore ($12 billion), driven by a surge in quick commerce purchases in categories like cosmetics and grocery.

Furthermore, the report indicates that festive season gross merchandise value (GMVs) has accounted for 18-20% of overall annual GMV since 2018. The 4-5 week festive season significantly impacts the yearly sales of online marketplaces and retailers.