Following last year’s viral “Is Rakhi happy this Rakhi?” campaign, Instamart returns with a fresh Raksha Bandhan film starring Shera — the longtime bodyguard of Bollywood superstar Salman Khan. This year’s story takes a lighthearted approach to the theme of sibling protection, showing Shera in over-the-top, everyday scenarios — from holding back a rickshaw to haggling at a tailor’s shop — all to underline his role as the ultimate symbol of dependable support. The film continues Instamart’s signature style of blending pop culture with festive storytelling.
Creative Concept
Opening with the punchline, “Main Shera. Bhai ki raksha karta hoon,” Shera embodies the perfect elder brother figure. But in a humorous twist, he confesses, “Par Raksha Bandhan pe, those without bros mujhe bhai bana lete hai,” as colourful rakhis start appearing on his wrist through playful stop-motion animation. Viewers are taken through familiar, everyday settings — school corridors, movie theatres, bustling street vendors, and local tailors — with women proudly calling him “Mera Bhai” and making him their honorary sibling for the day.
Brand Insight
Commenting on the campaign, Mayur Hola, VP – Brand Marketing, Swiggy, said:
“Shera is affectionately known as Bhai’s trusted bodyguard, making him the perfect representation of protection. If he’s guarding the country’s most famous ‘bhai,’ he’s the ultimate shield. With ‘Shera Bhai,’ we didn’t just want a face, we wanted a vibe — someone who fetches snacks at midnight, stands up for you without fuss, and provides that silent reassurance we all value. Just like Instamart’s quiet but reliable convenience. Forgot a rakhi or gift? With Instamart’s 10-minute delivery, we’ve got your back — just like Shera. And with the ₹2100 Kalyan Jewellers voucher, we’re helping customers score a big sibling win this Raksha Bandhan.”
Festive Offer & Fun Extras
As part of its Raksha Bandhan promotion, Instamart is offering customers a ₹2100 Kalyan Jewellers voucher with every Rakhi order. In a lighthearted post-credit moment, Shera receives a call labelled ‘Bhai Calling’ and delivers his new signature sign-off: “10-minute mein aa raha hu.”
Digital & Interactive Rollout
The film is live across major digital platforms — YouTube, Instagram, X, and LinkedIn — and is supported by the launch of Bhai.AI, an AI-powered in-app feature allowing users to design personalised, AI-generated Rakhis. This is particularly meaningful for siblings who live apart, offering them a unique, customised way to celebrate.
Festive Season Positioning
Rakhi signals the start of India’s festive season, and Instamart has combined nostalgia, pop culture, and convenience to make gifting effortless. This year’s expanded festive collection includes everything from fresh flowers, sweets, and puja items to décor, makeup, jewellery, and fashion. Alongside local favourites, customers can now shop curated hampers, smartphones, and laptops — making thoughtful gifting easier than ever.
