Instamart, Swiggy’s quick-commerce platform, is back with a sparkling Diwali campaign featuring Bollywood actress Sonakshi Sinha. Following the success of last year’s nostalgic nod to Karisma Kapoor’s iconic “Sona Kitna Sona Hai”, this year the brand introduces a fresh spin on “Sona” ahead of Dhanteras and Diwali 2025.
Instamart X Sonakshi Sinha
Fondly called “Asli Sona”, Sonakshi takes center stage in the campaign, blending humor with festivity. The ad creatively visualizes the idiom “born with a silver golden spoon”, showing Sonakshi’s journey from an ultrasound scan to childhood scenes, including hula-hooping with a golden hoop. In the present-day sequence, she poses in a luxurious Versailles-like setting where her golden spoon deflects a bullet, portraying strength and elegance.
The film closes with a playful tagline:
“Sona ka sona toh by birth sorted hai. Aap apna dekh lo?”
This highlights Instamart’s promise of delivering gold, jewellery, and festive essentials in just ten minutes.
Festive Convenience: Gold and Beyond
Instamart’s campaign arrives at a peak festive moment, when demand for gold and silver coins surges. Last Diwali, a user in Kochi purchased gold worth ₹8.3 lakh via Instamart, emphasizing how consumers are increasingly relying on the platform for high-value quick-commerce purchases.
This year, Instamart has partnered with Malabar Gold, Kalyan Jewellers, MMTC, and Mia to provide certified gold and silver coins, ensuring authenticity and convenience. The expanded 24/7 delivery in cities like Delhi, Noida, and Gurugram makes festive shopping faster, easier, and stress-free.
Creative Humor and Wordplay
Mayur Hola, Head of Brand Marketing at Swiggy, commented:
“Who doesn’t love a good pun and a great deal? After the iconic Sona Kitna Sona Hai campaign last Diwali, we’re back to remind everyone that asli sona is available on Instamart. From Soan Papdi to sona (gold), whatever you need, get it on Instamart in minutes.”
The campaign cleverly mixes humor, nostalgia, and luxury, engaging audiences while reinforcing the platform’s core promise: quick delivery of essential and festive items.
Why Instamart is Redefining Quick-Commerce
Instamart is bridging convenience with high-value purchases, offering under-10-minute delivery for products ranging from gold coins, smartphones, to luxury watches. The platform’s innovative approach reflects the growing trend of instant gratification in festive shopping, making Diwali shopping not only joyful but effortless.
Let’s wrap up
With Sonakshi Sinha as the face of “Asli Sona”, Instamart’s Diwali campaign beautifully combines festive charm, humor, and premium convenience. As shoppers gear up for Dhanteras and Diwali, the campaign reminds us that insta-delivery can make festive shopping faster, safer, and more memorable.
