Swiggy Instamart has launched a new campaign for the New Year featuring Himesh Reshammiya, a Bollywood singer and composer. According to the company, the advertisement uses a satirical take on political announcements, with Reshammiya addressing a crowd and unveiling a ‘party’ initiative.

“We wanted to kick off the New Year celebrations with a fun twist on pop culture, all in true Swiggy Instamart style. Featuring Himesh Reshammiya’s iconic tunes and a playful take on launching a political party, we’ve made sure Swiggy Instamart is there when you need it this New Year. Whether it’s groceries or all the essentials like snacks, makeup, decorations, or even electronics, for an epic celebration, Swiggy Instamart is here to make sure the party never stops,” Mayur Hola, VP- marketing, Swiggy, said. 

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From what is understood, the video campaign starts with Reshammiya onboarding the stage and announcing his new political party.  However, the announcement humorously pivots to refer to a never-ending New Year celebration followed by the company’s promotion.