Instamart has released a Diwali brand film, created by its in-house team, that relies on absurd humour to promote festive décor on its quick commerce platform. Instead of the usual glowing homes and family moments, the film opts for a quirky premise that is hard to forget.
The story follows a couple walking home after a late night of Diwali partying. The twist is that the husband is wearing a crystal chandelier as his outfit. The couple talk about it as though nothing is unusual, while he, wrapped in his glittering getup, appears to be running on low battery. The film closes with an Instamart delivery and the line, “Diwali decor and more, only on Instamart.”
The humour works because of restraint. Performances are deadpan and the camera work is understated, so the laughs come from the gap between the ridiculous outfits and the perfectly ordinary world around them. Nothing in the film winks at the audience, which lets the absurdity speak for itself.
The campaign shines a spotlight on Instamart’s Diwali décor assortment and taps into a seasonal need, getting homes ready for the festivities. By choosing visual comedy over traditional festive imagery, the brand positions décor as one more category shoppers can pick up on the platform, alongside the wider range of products it offers.
