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.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
