Instamart has turned a viral cash-on-delivery (COD) prank involving Madurai-based creator Veeramani into a brand activation as part of its Quick India Movement Sale campaign.
The episode began when a request for Diwali sweets led to hundreds of unexpected COD orders being sent to Veeramani’s shared address. Videos of his reactions to the repeated deliveries gained traction on social media, with the incident also drawing attention from news platforms.
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Instamart joined the online conversation by surprising Veeramani with a curated assortment of products from its home and electronics categories. The activation, built around the idea of ‘no returns this time’, offered a different ending to the creator’s experience of receiving unsolicited deliveries.
Within 22 hours of going live, the campaign garnered more than 25 million views on Instagram. It also prompted further discussion, with users sharing memes, comments and reactions to the brand’s intervention in the viral story.
Rather than creating a separate narrative, the campaign drew on a moment already circulating online and used it to connect Instamart’s sale campaign with the ongoing conversation. The activation was conceptualised and executed in collaboration with Lesssgo.
