Link to the film – Sona Kitna Sona Hai | Swiggy Instamart | In 10 Minutes (youtube.com)
Phani Kishan’s tweet on X – https://x.com/phanikishan/
Bengaluru, October 23, 2024: Swiggy Instamart has returned with a delightful new ad featuring Bollywood superstar Karisma Kapoor, promising to tickle the funny bone. As the platform gears up to deliver gold coins in just 10 minutes—perfectly timed for the surge in demand leading up to Dhanteras and Diwali—the ad is making waves online. Conceptualized in-house by Swiggy, this whimsical film taps into nostalgia with a playful nod to Karisma’s iconic “sona kitna sona hai” song. As gold coins, earrings, and other exquisite items fly off the virtual shelves, Swiggy Instamart is poised to make this festive season even more golden.
In the film, Karisma Kapoor can be seen dancing to the tunes of her iconic song as the song director quickly looks at his phone and says, ‘sona toh gaya’. Following this, the director replaces the word ‘sona’ with rhyming words like ‘rona’ and ‘dhona’ leading to Karisma Kapoor expressing exasperation over the repeated changes in the shooting sequence.
Commenting on the campaign, Mayur Hola, VP, Marketing, Swiggy stated, “Diwali's all about getting hit with offers and ads, so we wanted to stand out while staying true to our brand’s approach of creating relatable content. By tapping into 90’s nostalgia, bringing in an iconic actor, and using a classic tune, we made sure Swiggy Instamart's festive range took center stage—in a fun, timely, and cheeky way.”
It is a comical and entertaining take on the gold coins going out of stock on Swiggy Instamart. The brand is known to deliver convenience to consumers along with engaging ad films and marketing campaigns that deeply resonate with the audience. Following the trend from last year, this year too, consumers can get their hands on gold coins, jewellery, silver coins, utensils, this Diwali and Dhanteras. Swiggy Instamart offers a wide gamut of products that cater to daily and festive needs seamlessly in 10 minutes. The brand recently launched its 24/7 delivery services in Delhi, Noida and Gurugram anticipating a heightened demand ahead of the festive season. Swiggy’s Co-founder Phani Kishan Addepalli also posted the ad film on his LinkedIn and X handles.
In the recent months, Swiggy Instamart has partnered with other 90s superstars like Juhi Chawla, Falguni Pathak, and Rakhi Sawant to touch upon the nostalgia while plugging its brand messaging. The recent collab with meme creators also generated immense applause and consumer love.
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