e-commerce
This Diwali, Amazon Prime urges viewers to log out and spend time with family
Mumbai: Amazon Prime Video has launched a unique campaign to celebrate the festive season, urging its customers & fans to reconnect with their loved ones. In a year that saw people turning to streaming platforms like Prime Video as their preferred entertainment destination, the campaign urges viewers to press pause on the world of Prime Video, and instead celebrate with their family and friends, following all necessary health and safety precautions.
“Over the last four years, we have had the amazing privilege of entertaining our customers with a slate of compelling Amazon Originals and movies across multiple languages. Especially over the last 18 months, as the country went into lockdowns, Prime Video has become the go-to entertainment destination for customers across the country and we are truly humbled by this. At the same time, we want to encourage our customers to take a moment to reconnect and rediscover the joy of togetherness – in real life or virtually,” said Amazon Prime Video (India) director marketing Sushant Sreeram.
The streaming platform is reminding customers that Prime Video and the world of their favourite stories and characters are always going to be around, but they shouldn’t miss the beautiful opportunity to celebrate the festive season with their loved ones. “We couldn’t think of a better way to say this than have some of our iconic characters do it for us! We hope customers enjoy many joyous moments and create some amazing new memories this festive season and we can’t wait for them all to be back to their favourite world of Prime Video,” added Sreeram.
Led by two of Prime Video’s iconic characters, Kaleen Bhaiyya (“Mirzapur”) and Siddhi (“Four More Shots Please!”), the campaign features two films that will run on digital platforms and TV. The films were conceptualised in-house and created and directed by Big Momma Productions founder Sohini Dasgupta.
Actor Pankaj Tripathi who returns as Mirzapur’s Kaleen Bhaiyya in one of the films, said, “I want to tell my fans that Kaleen Bhaiyya would love for them to spend time with their families. Diwali gives us the opportunity to connect with our loved ones and the time spent with them adds to the joy of the festival. Kaleen Bhaiyya and the many characters that you love will be there on Prime Video tomorrow and every other day, but Diwali should be all about family and friends.
e-commerce
Instamart and Duolingo launch street spell check campaign for Instaprint
Duo the owl fixes signboard typos across cities to showcase instant printing.
MUMBAI: If spelling mistakes had a sworn enemy, it might just be a bright green owl with a printer. Instamart has teamed up with language learning platform Duolingo for a quirky nationwide campaign that turns everyday spelling errors into a public spectacle while promoting its instant printing service, InstaPrint. The playful activation takes aim at the many misspelled shop boards and public signs scattered across Indian streets. From “saloons” that promise haircuts rather than drinks to menus and posters peppered with punctuation mishaps, the campaign sends Duolingo’s mascot Duo on a mission to restore linguistic order.
Armed with Instamart’s instant printing feature, Duo prints corrected versions of the mistakes on the spot and pastes them over the originals. The result is a series of humorous street interventions that have quickly begun circulating on social media.
Photos and videos of the grammar correcting owl have been widely shared online, with amused users reacting to the unexpected spell check patrol. One user joked, “Ab ayega na maza bhidu,” capturing the internet’s delight at the unusual campaign.
Behind the humour lies a practical message. The activation is designed to showcase the capabilities of Instaprint, Instamart’s printing service that allows users to print documents and posters almost instantly.
The company says the feature is meant for everyday needs such as printing resumes, visa documents or last minute posters without the usual scramble to locate a print shop.
Instamart introduced Instaprint in 2025 across select metropolitan cities including Bengaluru, Mumbai and Delhi. The service allows users to order printed materials directly through the platform, extending the quick commerce model beyond groceries and household essentials.
By combining Duolingo’s famously persistent owl with India’s street level spelling quirks, the campaign taps into the internet’s long running fascination with grammar mistakes while demonstrating a real world use case for instant printing.
After all, in a world full of typos, sometimes what you really need is a quick printer and a very determined language teacher.
