Instamart, the quick commerce platform, has launched the second film of its Quick India Movement Sale campaign, starring Bollywood superstar Ajay Devgn. The first film, which recreated Devgn’s iconic Bollywood debut and garnered over 20 million views in a week, set the stage for this high-energy sequel.
In the new film, Devgn appears in an AI-powered infinite split sequence, multiplying into countless versions of himself in a surreal, cinematic setting. Surrounded by his own duplicates, each locked in his signature split pose, Devgn quips, “Aur agar aap soch rahe hain ki itne saare Ajay kyu hain! Well, because AI. Ajay Infinite.” The moment crescendos as all the Ajays announce in unison: “Instamart Quick India Movement. Daud ke discount lega India, in just 10 minutes.”
The Quick India Movement Sale is live from September 19–28 on both Instamart and Swiggy apps, offering 50–90% discounts with 10-minute deliveries across smartphones, electronics, kitchenware, beauty, toys, and more.
“Ajay Devgn’s split launched him into Bollywood, and now it launches India’s quickest sale,” said Mayur Hola, VP – Brand Marketing, Swiggy. “The first film tapped into nostalgia, while this one adds a futuristic, AI-powered twist. By multiplying Ajay into infinity, we’ve multiplied the energy and excitement of the Quick India Movement Sale. This campaign is designed to be entertaining, shareable, and to spotlight Instamart’s promise of speed and value.”
Speaking about his association, Ajay Devgn said, “Instamart has always found new ways to innovate, and now they’ve given my Phool Aur Kaante stunt a twist. The Quick India Movement is all about bringing speed and ease to everyone.”
Blending nostalgia, technology, and humor, the campaign is aimed at grabbing attention online while making Instamart’s first annual mega sale a cultural moment.
