Swiggy Instamart Goes Golden with Karisma Kapoor in Festive Campaign

By Elets BrandStory - 24 October 2024
Karisma Kapoor

Swiggy Instamart is back with a brand new festive campaign, this time featuring Bollywood legend Karisma Kapoor. With Dhanteras and Diwali around the corner, Swiggy Instamart has promised to deliver gold coins in just 10 minutes, answering to the season’s rising demand. The ad, created in-house, taps into 90s nostalgia, with a playful twist on Karisma’s classic song, “Sona Kitna Sona Hai.”

In the ad, Karisma is seen dancing to her iconic tune, only for the director to interrupt with a cheeky, “Sona toh gaya,” before swapping the lyrics to words like “rona” and “dhona”—much to Karisma’s frustration as she faces the endless changes in the shoot. It’s a take on the frenzy of gold coins selling out fast on Swiggy Instamart.

Mayur Hola, Swiggy’s Vice President of Marketing, stated that Diwali is all about being bombarded with offers and ads, so they wanted to stand out while staying true to Swiggy’s style of relatable content.

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After the success of last year, Swiggy is back, offering gold coins, jewellery, silverware, and utensils—delivered to your door in 10 minutes flat. With 24/7 delivery now live in Delhi, Noida, and Gurugram, the platform is ready for the festive rush.

Swiggy Instamart has shown a trend of partnering with 90s stars like Juhi Chawla, Falguni Pathak, and Rakhi Sawant, tapping into nostalgia and meme-worthy moments to strike a chord with consumers.

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