Swiggy Instamart is gearing up for Rakhi, both the celebrity and the festival. In its latest Raksha Bandhan campaign, the quick commerce app has teamed up with the iconic Rakhi Sawant.
Rakhi Sawant in the Swiggy Instamart Raksha Bandhan campaign
With a sorrowful expression, Rakhi Sawant shares how, despite taking on many roles and trying her best to win people over, she’s often forgotten on “Rakhi” or Raksha Bandhan. Her eyes well up with tears as she looks away. The scene then transitions to an upbeat Rakhi, announcing her collaboration with Swiggy Instamart for Raksha Bandhan.
Campaign Concept:
In this campaign, Rakhi Sawant partners with Swiggy Instamart to design unique “rakhis” and deliver personalized Raksha Bandhan messages. She reaches out to the viewers with a heartfelt plea, saying, “Is saal mujhe bhi apni khushiyon mein shamil kar lo. Main bhi toh…aapki sister hu na (Let me be a part of your happiness this year. I too am your sister, am I not?).”
Campaign Overview:
Swiggy Instamart is gearing up for Rakhi, both the celebrity and the festival. For its latest Raksha Bandhan campaign, the quick commerce app has teamed up with the iconic Rakhi Sawant.
Video Title and Concept:
In the video titled “We got Rakhi wishing happy rakhi before rakhi,” the actor and reality TV star reflects on her youth, when she was full of promise. She shows childhood pictures of herself in drama and dance troupes. Despite years of controversy and trolling, Rakhi has seen a resurgence on social media—a “Rakhi-ssance,” if you will. Her endearing nature, honesty, flair for double entendres and theatrics, and her ability to not take herself too seriously have made her a standout in the world of celebrities.
Also Read: Archies Launches Rishte Jazbaton Ke Digital Ad Campaign for Rakshabandhan (agencymasala.com)
Conclusion
Swiggy Instamart’s Raksha Bandhan campaign featuring Rakhi Sawant brilliantly intertwines the essence of the festival with the unique persona of its namesake celebrity. By partnering with Rakhi, the campaign taps into her journey of resilience and reinvention, using her endearing authenticity to create a heartfelt connection with audiences. The initiative not only celebrates the spirit of Raksha Bandhan but also highlights Rakhi Sawant’s ability to embrace her past, turning it into a message of inclusion and joy, making this collaboration both memorable and emotionally resonant.
