e-commerce
Taara ra ra to door Instamart turns Christmas into a 10 minute groove
MUMBAI: Christmas cheer rarely waits for shopping lists, and Instamart seems determined not to either. In its latest festive digital film, the quick commerce platform leans into pop nostalgia, Punjabi swagger and a generous dose of sparkle to deliver a simple promise with a musical wink: whatever Christmas throws at you, it can arrive in just 10 minutes.
Set to the instantly recognisable Bolo Ta Ra Ra by Daler Mehndi, the film gives the 90s bhangra-pop classic a seasonal makeover. With official rights secured for the track, Instamart reworks it into Taara Ra Ra, Ghar Ghar Aa Ra Ra, turning a cult dance anthem into what may well become a desi Christmas earworm this year.
The story opens quietly on Christmas Eve. Under a carefully decorated tree stands a 6 to 8-year-old Sardaar child, hands folded in prayer, wishing not for toys or treats, but to become a Christmas star. As the beat drops, the wish comes true. The child transforms into a glowing taara, bursting into thousands of tiny stars that scatter across the country.
What follows is a fast-paced festive montage that hops from a Kerala verandah turned dance floor to a Kolkata taxi grooving at a signal. Carollers in the North East break into jive, a Goa shack sways mid-dinner, fishermen light up the sea at night, nurses steal a moment outside a clinic, a Bandra couple embraces Christmas cool, and even a heritage bakery joins the beat. One taara, one rhythm, and suddenly the country is moving in sync.
The punchline lands digitally. A single taara drops into a smartphone as someone scrolls Instamart, taps Add to cart, and the voiceover spells it out with festive flair: from Christmas gifts to the star on top of the tree, everything arrives in 10 minutes, only on Instamart. The film closes where it began, with the taara returning to the tree and morphing back into the child, who seals the deal with a knowing wink.
Swiggy head of brand Mayur Hola, says the idea plays on a familiar festive panic. One minute you are humming a tune, the next you realise you have forgotten the gifts, décor or that one missing taara. The film, he notes, is a reminder that celebrations need not pause for errands, especially when last-minute needs can be sorted in minutes.
Beyond the film, Instamart is backing the cheer with a wide Christmas assortment spanning décor, festive essentials and gifting options. The ad may dance front and centre, but the message is unmistakably practical. When Christmas sneaks up faster than expected, Instamart wants to be the reason the party never misses a beat.
e-commerce
Flipkart rolls out 105 per cent bonus for 20,000 employees
Strong FY25 performance drives payouts even as layoffs and shifts unfold.
MUMBAI: In a year where belts were tightened and rewards loosened, Flipkart seems to be playing both offence and defence trimming roles on one hand while handing out a generous 105 per cent bonus on the other. The Walmart owned e commerce major has rolled out a 105 per cent bonus payout for 2025, covering nearly 20,000 employees, signalling a year of steady operational momentum even as the company navigates restructuring pressures. The payout, communicated internally by chief human resources officer Seema Nair, is tied to performance across key metrics including growth, operational efficiency, financial outcomes and people indicators, a combination that suggests the company is inching closer to its long stated goal of sustainable profitability.
Employees at SD level and below are set to receive their bonuses in March, while payouts for senior leadership, including vice presidents and senior vice presidents, will follow after the close of the performance cycle. The elevated 105 per cent multiplier stands out in a sector where cautious payouts have increasingly become the norm, pointing to what appears to be a relatively strong internal scorecard for FY25.
Yet, the announcement arrives with a noticeable contrast. Earlier this year, Flipkart reduced its workforce by around 300 roles as part of its annual performance review process. While officially framed as performance driven, the juxtaposition of layoffs alongside above target bonuses reflects a more nuanced balancing act, one that prioritises cost discipline while continuing to reward and retain high performing talent.
This dual approach is becoming increasingly common across the technology and e commerce landscape, where companies are navigating an uneven hiring environment while under pressure to deliver profitability. Rewarding top contributors, even amid selective workforce reductions, allows firms to maintain morale and retain critical talent without losing sight of financial prudence.
At the same time, Flipkart is also undergoing leadership shifts that hint at a broader strategic recalibration. Nishant Verman has been appointed senior vice president for corporate development and partnerships, while group chief financial officer Sriram Venkataraman is set to step down. Ravi Iyer will take on expanded responsibilities within the finance function, marking a reshuffle at the top as the company gears up for its next phase.
These changes come amid reports that Flipkart is planning to shift its holding structure back to India, a move widely interpreted as groundwork for a potential public listing. While timelines remain fluid, the combination of stronger financial discipline, leadership restructuring and employee incentivisation suggests a company preparing itself for greater scrutiny and scale.
For employees, the 105 per cent payout offers a welcome boost in what has otherwise been a period of adjustment. For Flipkart, it is a signal that even as it cuts where necessary, it is willing to spend where it counts. In the high stakes game of growth versus profitability, the company appears to be hedging its bets carefully, rewarding performance while reshaping itself for what could be its most defining chapter yet.
