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
Insight Cosmetics partners with Pinda for homegrown beauty push
New campaign ‘Kudiye… ghar ki yaad nahi aayi tujhe?’ celebrates toxin-free, skin-first Indian formulations over imported ideals.
MUMBAI: Insight Cosmetics has just turned the beauty narrative on its head and it’s doing it with a very familiar face. The fast-growing Indian beauty brand has teamed up with Udaybir Sandhu, better known as Pinda from the hit series Dhurandhar 2, for a campaign that proudly puts “Made in India” at the centre. Titled “Kudiye… ghar ki yaad nahi aayi tujhe?”, the film taps into that deeply relatable feeling of rediscovering something better right at home, challenging the long-held notion that international always equals superior.
Instead of chasing global trends, Insight is highlighting what it does best: skin-first, ingredient-conscious, toxin-free formulations designed specifically for Indian skin tones, textures and climates. The campaign positions sattu-level honesty and performance as the new standard confident, rooted and globally competitive.
Insight Cosmetics director and spokesperson Mihir Jain said, “Insight has always believed that India doesn’t need to look outward for validation. We have the talent, the understanding, and the capability to create world-class beauty products right here. Pinda represents that same confidence rooted, real, and unapologetically Indian.”
Pinda added, “There’s real pride in representing something that’s ours. For too long, we’ve been told that better comes from outside. Insight is changing that. This is about backing what’s made for us, trusting what understands us, and owning our identity with confidence.”
The collaboration rests on four clear pillars, proudly homegrown innovation, a strict toxin-free promise, a genuine skin-first approach, and deep cultural relevance that speaks to a generation both rooted in India and globally aware.
In a market long dazzled by foreign labels, Insight Cosmetics and Pinda are quietly proving that the most powerful beauty move is the one that feels like home. The campaign doesn’t just sell products, it sells a mindset, that the best glow is the one you already recognise. And right now, that glow is proudly, unapologetically Indian.
