Instamart has launched its Raksha Bandhan campaign, ‘Dhaai Kilo Ki Rakhi,’ featuring actor Esha Deol, drawing on a well-known Bollywood dialogue to give the sibling relationship a festive twist.
Link: https://www.instagram.com/reel/DcLiU4JxWGk/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==
The campaign film opens with Deol referencing the iconic line before a professor tries to explain the weight of her brother’s arm through a fictional concept called “Thermo-Dhaai-Namics,” using X-rays, a blackboard equation and a pulley experiment. The equation finally balances out when an Instamart delivery executive arrives bearing a “dhaai kilo ki rakhi.”
Customers purchasing eligible rakhis on Instamart will receive a complimentary 10-gram silver voucher, redeemable at Kalyan Jewellers stores across select cities.
Mayur Hola, Head of Brand, Swiggy, said the brand enjoys reimagining Raksha Bandhan through pop culture each year – from ‘Rakhi with Rakhi’ to ‘Shera Bhai’ – and this year turns to Esha Deol to bring a legendary dialogue to life, with the silver voucher adding sparkle to the tradition of the bhai’s return gift.
Ramesh Kalyanaraman, Executive Director, Kalyan Jewellers, said the collaboration pairs quick commerce convenience with the enduring value of silver as a meaningful return gift.
Instamart reported Rakhi orders grew 3.5 times year-on-year in 2025, with hampers, sweets and chocolates seeing sharp spikes.
