Instamart Adds a Quirky Spin to Diwali Decorations in New Campaign

Instamart has released a new Diwali brand film that uses visual humour to showcase its festive décor assortment and highlight the range of products available on the platform for the festive season.

Conceptualised and executed by Instamart’s in-house team, the film follows a couple returning home after a late-night Diwali party. As the wife asks her husband to call it a night, he appears wearing a crystal chandelier as an outfit, seemingly running on low battery.

The film builds its humour around the contrast between the husband’s unusual appearance and the couple’s matter-of-fact conversation. It concludes with an Instamart delivery and the message, “Diwali decor and more, only on Instamart.”

The campaign focuses on Diwali home preparation, positioning décor alongside the other festive essentials available on the quick-commerce platform. Instead of relying on conventional visuals of illuminated homes and family celebrations, the film adopts a restrained visual approach to present its message through an unexpected situation.

Speaking about the campaign, Mayur Hola, VP – Brand, Swiggy, said, “Most Diwali films show lit-up homes and family moments. We wanted to do something different this time, so we kept the décor at the centre and let the humour do the rest. A man wearing a chandelier is silly, but it makes people look at the category. Diwali shopping is never just one thing, so we’re letting people know that décor and the rest of the festive list are all on Instamart. Just maybe not as an outfit.”

Instamart’s Diwali assortment includes linen and furnishings, home décor, cleaning supplies, electronics and home appliances, and beauty and personal care hampers, among other products.

Through the campaign, Instamart aims to highlight its wider festive product range while using humour to draw attention to its home décor offerings.