e-commerce
Instamart gives VVIP security to a matki of makhan in Mumbai
Ten-SUV convoy turns heads in Malad as Janmashtami activation plays up Krishna’s favourite
MUMBAI: Mumbai thought it had spotted a VVIP on the move, but the city’s latest high-security arrival turned out to be a little more buttery than expected.
A 10-SUV convoy packed with security personnel moved through Jaichandlal Karwa Marg in Malad West, prompting Mumbaikars to reach for their phones and social media to reach for its detective hats. The mystery passenger? A giant matki of makhan being escorted like a head of state.
The spectacle was part of Instamart’s Janmashtami activation, built around the line “Nazar hatti, leela ghati” and Krishna’s legendary fondness for makhan. Instead of treating the festive staple like an ordinary delivery, Instamart gave it the full VVIP treatment black SUVs, tight security and enough drama to make the matki look like the city’s most important passenger.
The stunt taps into the cultural symbolism of Janmashtami, when devotees celebrate the birth of Lord Krishna. In Maharashtra, the festival is closely associated with Dahi Handi, where Govinda teams form towering human pyramids to break a handi filled with dahi and makhan, recreating Krishna’s playful reputation as “Makhan Chor” while celebrating teamwork and community.
As the convoy rolled through Malad, crowds and cameras gathered, with several people initially assuming an important dignitary was being ferried through the city.
One LinkedIn user, Chinmaya Tripathi, shared their surprise after discovering the truth, describing the convoy as a “plot twist” and praising Instamart’s commitment to the festive joke.
Another LinkedIn user, Aashita Kedia, pointed to the idea behind the stunt taking a familiar Janmashtami object, making it “unnecessarily dramatic” and letting people discover the punchline themselves.
The activation was conceptualised in-house by the Instamart team and executed by Havas and Tribes. It also extends Instamart’s festive offering beyond the stunt, with makhan, dahi, festive sweets, puja essentials and Janmashtami-themed products available alongside other last-minute celebration needs.
For a few hours, Mumbai’s streets had a mystery VIP on the move. And in a city accustomed to celebrity convoys, political motorcades and high-profile arrivals, this one had an unusually soft centre — a matki full of makhan.
