Instamart has launched a new Diwali campaign featuring Bollywood actor Sonakshi Sinha. The campaign comes ahead of Dhanteras, focusing on the sale and delivery of gold and silver coins, jewellery, and other festive items through the platform’s 10-minute delivery service.
The campaign film, created in-house, uses the theme of ‘Asli Sona’ (real gold) and features Sonakshi Sinha in a narrative that plays on the phrase ‘born with a golden spoon.’ It shows scenes from her life, beginning with an ultrasound scan where a golden spoon is visible, followed by childhood moments and present-day sequences, including one where the spoon deflects a bullet.
The film ends with the line: ‘Sona ka sona toh by birth sorted hai. Aap apna dekh lo?’ (‘Sona’s gold is sorted by birth. What about yours?’), highlighting the ease of accessing gold via Instamart.
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Commenting on the campaign, Mayur Hola, Head of Brand Marketing, Swiggy, said, “Who doesn’t love a good pun and a great deal? After the iconic Sona Kitna Sona Hai campaign last Diwali, we’re back to remind everyone that asli sona is available on Instamart. And who better to do it than Sonakshi Sinha? From Soan Papdi to sona (gold), whatever you need, get it on Instamart in minutes.”
Instamart has partnered with brands such as Malabar Gold, Kalyan Jewellers, MMTC, and Mia to deliver certified gold and silver coins. The platform has also reported a growing interest in festive shopping through quick-commerce, noting that a user in Kochi purchased gold worth ₹8.3 lakhs on the platform last Diwali.
This year, Instamart has expanded 24/7 delivery in cities including Delhi, Noida, and Gurugram. The service now includes the delivery of high-value items such as smartphones and luxury watches in under ten minutes.
