Instamart has launched its latest Raksha Bandhan campaign, ‘Dhaai Kilo Ki Rakhi’, featuring actor Esha Deol and drawing on a familiar Bollywood reference to create a playful take on the festival.
The film opens with Deol referencing the iconic dialogue before introducing a wild-haired professor who attempts to explain the unusually heavy arm of her brother through a fictional lesson in 'Thermo-Dhaai-Namics'. The film uses X-rays, a blackboard equation and a series of experiments involving the Earth, Venus, Saturn and a tank of water to demonstrate the supposed weight of the hand.
The equation is finally balanced when a rakhi matching the hand’s weight is introduced. An Instamart delivery executive arrives with the “Dhaai Kilo Ki Rakhi”, bringing the film’s central gag to a close.
The campaign also includes a festive gifting proposition through Instamart’s partnership with Kalyan Jewellers. Customers purchasing eligible rakhis on Instamart receive a complimentary 10-gram silver voucher, redeemable at select Kalyan Jewellers stores, subject to availability and applicable terms and conditions.
Mayur Hola, Head of Brand, Swiggy, said, “Over the last few years, we’ve enjoyed using pop culture to put a playful spin on Raksha Bandhan, from ‘Rakhi with Rakhi’ to ‘Shera Bhai’, and now ‘Dhaai Kilo Ki Rakhi’. Each year, we look for a cultural moment that people instantly recognise and reimagine it through the lens of the sibling relationship. This year, we have Esha Deol bringing one of Bollywood's most legendary dialogues to life with an Instamart twist. And the silver voucher adds an extra sparkle to the tradition of the bhai's return gift.”
Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers, said, “Raksha Bandhan celebrates a bond built over years of shared memories, laughter, mischief and affection. The tradition has always been as much about giving as it is about tying the rakhi - which is why, for everyone buying rakhis on Instamart, we wanted to offer a meaningful return gift: a 10-gram silver voucher redeemable at select Kalyan Jewellers stores. Our association with Instamart combines the convenience of quick commerce with the enduring value of silver, adding a little more meaning to a much-loved festive tradition.”
The campaign comes as Raksha Bandhan shopping on quick commerce expands beyond last-minute purchases. Instamart reported that Rakhi orders grew 3.5x year-on-year in 2025, while Rakhi hampers grew 8x over the same period. Sweets and chocolates also recorded higher demand, growing 8x and 4x respectively compared with regular days.
The platform also observed consumers beginning their Rakhi and gifting purchases several days before the festival, pointing towards a shift towards more planned and elaborate festive shopping. Through the campaign, Instamart brings together rakhis, sweets, return gifts and puja essentials on the platform, combining the festive shopping occasion with its quick-commerce proposition.
