Swiggy Instamart’s Hilarious New Ad Features Karisma Kapoor

Swiggy Instamart has launched a new advertisement featuring Bollywood actress Karisma Kapoor, promising to deliver a delightful dose of humor just in time for the festive season. As the platform gears up to offer gold coins in just 10 minutes, the campaign aligns perfectly with the heightened demand leading into Dhanteras and Diwali, creating a buzz across social media.

Conceptualized in-house by Swiggy, the whimsical ad taps into nostalgia, cleverly referencing Kapoor’s iconic song ‘Sona kitna sona hai’ (Just like gold). In the ad, Kapoor is seen dancing to the nostalgic tune when the song's director, glancing at his phone, exclaims, “Sona toh gaya” (The gold is gone). This light-hearted moment is followed by the director playfully swapping “sona” with rhyming words like “rona” (crying) and “dhona” (washing), leading to Kapoor’s humorous exasperation over the constant changes during the shoot.

Mayur Hola, the Vice President of Marketing at Swiggy, shared insights about the campaign, stating, “Diwali is all about being hit with offers and ads, so we wanted to stand out while staying true to our brand’s approach of creating relatable content. By tapping into 90’s nostalgia, bringing in an iconic actor, and using a classic tune, we made sure Swiggy Instamart's festive range took center stage—in a fun, timely, and cheeky way.”

The campaign delivers a comical yet entertaining take on the notion of gold coins running out on Swiggy Instamart. Renowned for its convenience and engaging marketing strategies, the brand effectively resonates with its audience, showcasing the ability to meet both daily and festive needs swiftly. This year, Swiggy Instamart continues its tradition of offering gold coins, jewelry, silver coins, and utensils for Diwali and Dhanteras, ensuring everything is available within just 10 minutes.

Recently, Swiggy Instamart has expanded its 24/7 delivery services to Delhi, Noida, and Gurugram, anticipating a surge in demand as the festive season approaches. The brand has also collaborated with several 90s superstars like Juhi Chawla, Falguni Pathak, and Rakhi Sawant to evoke nostalgia while reinforcing its brand message. Collaborations with meme creators have also gained significant traction, generating enthusiasm and affection from consumers.

This latest Diwali campaign by Swiggy Instamart effectively serves nostalgia on a golden platter—literally! With Karisma Kapoor dancing to her classic 90s hit, the quick-commerce platform cleverly intertwines the festive gold rush vibe with the convenience of modern shopping.

The ad appeals to a generation familiar with the catchy tune, who are now preparing for their own jewelry purchases during the festive season. Swiggy’s innovative twist allows consumers to order gold coins and earrings from the comfort of their homes, eliminating the need for traditional trips to jewelry stores.

This retro throwback not only connects with 90s kids but also reflects the essential role of quick commerce in contemporary shopping habits. As gold items fly off Swiggy’s virtual shelves, the message is clear: convenience is king. Why endure crowded shops when you can have everything from gold coins to festive utensils delivered right to your doorstep?

In essence, Swiggy Instamart’s Diwali campaign transcends mere advertising; it captures the evolution of consumer shopping behavior. Fast, fun, and incredibly convenient, it’s no surprise that consumers now rely on apps for everything, from last-minute snacks to festive gold!