A Spanish New Year’s Eve ritual involving eating 12 grapes at midnight has gained traction on social media in India, leading to increased demand for grapes on quick-commerce platforms. Instamart responded by staging an on-ground activation in Mumbai, referencing the trend.
According to Instamart data, searches for grapes rose 22 times and orders increased 40 times in Delhi on last New Year’s Eve, with similar patterns seen in Mumbai and Bengaluru. The spike coincided with online interest in the 12-grape ritual, which is associated with manifesting luck and good fortune.
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Based on these insights, Instamart organised a street activation in Mumbai. A person dressed as a large grape, accompanied by four individuals carrying Instamart bags, was seen at locations including Bandra and Carter Road. The activation attracted public attention and was shared widely on social media.
The visuals were reposted by meme and troll pages, with users making references to the grape’s security detail and the growing popularity of the ritual. One Instagram handle posted, '2026 mein waise bhi duniya khatam hai, kam se kam luck toh lelo! 12 grapes ready rakho'. Another posted, 'ab new years pe grapes khaane ki tayaari hogi.'
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Speaking about the trend, Mayur Hola, Head of Brand at Swiggy, said, “Culture seldom announces itself with a drumroll, it quietly shows up in our carts. Last New Year’s Eve, we saw grapes go from a fruit to one of the most sought-after items in cities like Delhi, Mumbai, and Bengaluru. India had adopted its own twist on the 12-grape ritual. So we decided to have a little fun with it. If grapes were going to be the star of the night, Instamart would be the stage because when a moment becomes a movement, we’re right there delivering it.”
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Instamart said the activation generated engagement on the streets and across social platforms, with users sharing photos and videos. The company stated that the campaign reflected its use of platform data and online trends to inform brand activity.
