Instamart’s new Rakhi campaign blends pop culture with quick delivery, featuring Shera as the symbol of protection in a fresh festive storytelling twist.
shera instamart
Following the success of last year’s “Is Rakhi happy this Rakhi?” campaign, Instamart returns with a new Raksha Bandhan film starring Shera, longtime bodyguard to Bollywood actor Salman Khan. This year’s ad takes a light-hearted look at sibling protection, featuring Shera in humorous, exaggerated situations-from stopping a rickshaw to haggling with a tailor-underscoring the idea of steadfast support. The campaign continues Instamart’s tradition of merging pop culture with festive narratives.
Opening with the line, “Main Shera. Bhai ki raksha karta hoon,” Shera steps into the role of the ultimate elder brother figure. But during Raksha Bandhan, he’s met with a surprise: “Par Raksha Bandhan pe, those without bros mujhe bhai bana lete hai,” he says, as rakhis begin magically appearing on his wrist in stop-motion animation. The story moves through everyday settings-schools, movie theatres, local vendors, and tailors-as women proudly claim, “Mera Bhai,” embracing Shera as their own.
Commenting on the campaign, Mayur Hola, VP – Brand Marketing at Swiggy, shared, “Shera is famously known as Bhai’s bodyguard, so who better to represent protection? If he’s guarding the nation’s most famous ‘bhai,’ he’s the ultimate symbol of security. With ‘Shera Bhai,’ we wanted more than a character-we wanted a vibe. Someone who shows up when it counts, just like Instamart. Forgot to pick up a rakhi or a gift? With 10-minute delivery, we’re right there-like Shera. And the ₹2100 Kalyan Jewellers voucher? That’s our way of helping you ace the sibling game this Raksha Bandhan.”
As part of the campaign, Instamart is offering a ₹2100 Kalyan Jewellers voucher with every Rakhi order. A playful post-credit scene features Shera answering a call titled “Bhai Calling” with his now-iconic signoff: “10-minute mein aa raha hu.”
The digital film is live across major social platforms, including YouTube, Instagram, X, and LinkedIn. Additionally, Instamart is launching the Bhai.AI bot-an AI-powered tool that lets users design personalised, AI-generated Rakhis directly within the app, helping siblings separated by distance create meaningful, customised connections.
Rakhi signals the start of India’s festive season, and Instamart is making celebrations easier than ever. With a thoughtful mix of nostalgia, pop culture, and convenience, the platform is ready to meet every Raksha Bandhan need-from fresh flowers and sweets to puja kits, home décor, makeup, jewellery, and fashion. Alongside regional favourites, new gifting additions like curated hampers, smartphones, and laptops offer more ways to gift meaningfully this festive season.
