Instamart’s “Daddy Deals” brings last-minute gift options like wallets, watches, razors, belts, and phones—delivered in just 10 minutes.

For many Indian fathers, a wallet isn’t just a money holder-it’s a mini time capsule. This Father’s Day, Instamartreimagines this beloved symbol through a playful, nostalgic lens with its latest campaign.

Instamart’s digital film celebrates the iconic “papa ka batua,” told from the viewpoint of a teenage son. The narrative cleverly flips the phrase to “batue ka papa,” portraying the father’s unwavering attachment to his old, overstuffed wallet.

The film humorously unveils the curious contents of this relic-from expired metro cards and old love letters to a crumpled astrologer’s business card. Everything seems to fit-except money for the son’s party plans. The story concludes with the son ordering a new wallet for his father on Instamart, delivered within 10 minutes.

Launched under the banner of “Daddy Deals,” the campaign promotes easy, last-minute gifting while encouraging emotional reconnection. With the tagline, “Papa ki puraani sampatti chhurwao, apne daddy wapas pao,” Instamart invites customers to trade nostalgia for a fresh start.

Mayur Hola, Head of Brand at Instamart, shared, “Instamart has always been about creating quick, joyful moments-be it a forgotten gift or a midnight craving. With this campaign, we wanted to spotlight the sweet-funny bond between dads and kids. Sometimes, a simple new wallet can be a small act of love. ‘Daddy Deals’ is our way of saying you can give your dad a break from carrying the past-literally-in just 10 minutes.”

The “Daddy Deals” selection includes wallets, watches, razors, belts, and phones-perfect for those last-minute Father’s Day surprises.