Ad Campaigns
Instamart teams up with Kalyan Jewellers to roll out Rs 500 crore worth of vouchers this Raksha Bandhan
MUMBAI: Raksha Bandhan marks the onset of India’s festive season—and what better way to celebrate than with a thoughtful gift that lasts a lifetime. Gold has long been cherished in Indian culture, symbolizing prosperity and making for both meaningful gifts and smart investments. This Raksha Bandhan, India’s pioneering quick commerce platform – Instamart, has partnered with Kalyan Jewellers to add a touch of sparkle to sibling bonds. With every Rakhi purchase made on the platform, customers will receive a ₹2,100 Kalyan Jewellers voucher. The initiative, amounting to a total voucher value of nearly ₹500 crore, enhances the festive shopping experience while promoting the tradition of thoughtful, lasting gifting.
Instamart’s Raksha Bandhan campaign, ‘Gehna To Your Behna’, is live from 28 July to 9 August. As part of this special festive offer, every Instamart customer placing an order above Rs 499 will automatically receive a Rs 2,100 voucher from Kalyan Jewellers. The voucher can be used to choose from a stunning selection of gold, diamond and platinum jewellery at Kalyan Jewellers, no matter what you’re picking – a modern piece or a timeless heirloom. With redemption available in-store and validity extended through Diwali 2025, customers have the freedom to shop at their own pace and style. This campaign turns a simple Rakhi purchase into a more meaningful, lasting gift—whether you’re surprising your sibling or treating yourself.
Sharing insights on this special gift for users, Manender Kaushik, AVP & category head – Instamart, said, “Festivals carry deep sentimental value across India, and gifts are a way to express emotions—whether love, care, or appreciation for those closest to us. Despite the bickering and teasing all year round, this day is filled with banter, but at its core, heartfelt gratitude towards one another. At Instamart, we understand this, and that’s why we’ve teamed up with Kalyan Jewellers to bring something really meaningful to our users – a gift that will last a lifetime. With just a few taps on Instamart, you can get the perfect Rakhi delivered within 10 minutes, alongside a Kalyan Jewellers voucher to help you go all out with your gift.”
Last Raksha Bandhan, Instamart saw an incredible surge, with nearly 700 Rakhi orders placed every minute and overall sales soaring fivefold. The most popular gifts included toys, chocolates, flowers, and make-up. This year, to make celebrations even more special, Instamart is introducing silver rakhis—available for quick delivery. As a first in quick commerce, these silver rakhis have quickly become a favourite among customers across cities.
Instamart is now live across 127 cities, offering lightning-fast 10-minute delivery and an expanded assortment of up to 35,000 items. The platform recently introduced Maxxsaver—a feature designed to unlock maximum savings and support more planned, affordable purchases for users across India.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
