Following last year’s nostalgic nod to Karisma Kapoor’s Sona Kitna Sona Hai, Instamart is back with a playful Diwali campaign featuring Bollywood star Sonakshi Sinha.
Dubbed “Asli Sona,” Sonakshi headlines the campaign just ahead of Dhanteras, highlighting Instamart’s promise to deliver essentials-including gold coins, jewellery, and festive items, in under ten minutes.
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Conceptualised in-house, the film humorously plays on the idiom “born with a silver golden spoon.” It shows Sonakshi literally born with a golden spoon, tracing her journey from an ultrasound scan to childhood scenes on the playground and hula-hooping with a golden hoop. In the present day, she strikes a dramatic pose in a Versailles-like setting, where her golden spoon deflects a bullet, establishing her as a fierce, unstoppable figure.
The ad concludes 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?”), emphasizing the ease of getting gold delivered instantly via Instamart.
Mayur Hola, Head of Brand Marketing at 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. From Soan Papdi to sona (gold), whatever you need, get it in minutes.”
Last year, a single user in Kochi purchased gold worth ₹8.3 lakh on Instamart, highlighting the growing trend of festive essentials being bought via quick-commerce. This year, Instamart has partnered with brands such as Malabar Gold, Kalyan Jewellers, MMTC, and Mia to offer certified gold and silver coins.
With 24/7 delivery in cities like Delhi, Noida, and Gurugram, Instamart aims to make festive shopping faster, easier, and more memorable. The ability to deliver items from gold coins to luxury watches in under ten minutes demonstrates how quick-commerce is merging convenience with high-value purchases.
