Swiggy Instamart strikes gold with 90s nostalgia

Swiggy Instamart has returned with a new ad featuring Bollywood actor Karisma Kapoor, which promises 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.

Conceptualised in-house by Swiggy, this whimsical film taps into nostalgia with a playful nod to Kapoor’s iconic ‘Sona kitna sona hai’ (Just like gold) song.  She can be seen dancing to its tunes as the song director quickly looks at his phone and says, ‘Sona toh gaya’ (The gold is gone). Following this, the director replaces the word ‘sona’ (gold) with rhyming words like ‘rona’ (crying) and ‘dhona’ (washing) leading to Kapoor expressing exasperation over the repeated changes in the shooting sequence.

Commenting on the campaign, Mayur Hola, vice president—marketing at 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.

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.

Campaign’s take: Swiggy Instamart’s latest Diwali campaign is serving up nostalgia on a golden platter—literally! With Karisma Kapoor dancing to her iconic 90s hit ‘Sona kitna sona hai,’ the quick commerce platform is cleverly tying in the festival's gold rush vibe.

The ad taps into memories of a generation that grew up with this catchy tune and are now likely visiting jewelry shops during Diwali. But Swiggy’s twist? Instead of the traditional trip to the jeweler, you can snag those gold coins and earrings from the comfort of your couch in just 10 minutes.

This retro throwback not only appeals to 90s kids but also reflects how quick commerce has become essential to our everyday lives. With gold items flying off Swiggy’s virtual shelves, the brand is making it clear that convenience is the new king. Why brave crowded shops when you can get everything from gold coins to festive utensils delivered right to your door?

Swiggy Instamart’s Diwali campaign is more than just a quirky ad—it’s a reflection of how our shopping habits have evolved. Fast, fun, and incredibly convenient, it’s no wonder consumers are now relying on apps for everything from last-minute snacks to Diwali gold!