Swiggy Instamart, India’s quick commerce platform, has rolled out its festive campaign, #InstaSanta, featuring the King of Bhangra, Sukhbir. The campaign brings a unique take on Christmas gifting, promising 10-minute deliveries with a desi flair.
The campaign’s centerpiece is an ad film starring Sukhbir as InstaSanta. Trading in Santa’s sleigh for a decked-out tractor, Sukhbir delivers gifts while grooving to his iconic track, “Oh Ho Ho Ho.” The ad has already garnered over 2.1 million views since its launch.
The film opens in Santa’s workshop, where the traditional Christmas narrative takes a turn. InstaSanta, decked out in a festive red jacket and cap, makes his entrance with Punjabi swagger. Accompanied by delivery partners on bikes, he navigates through streets and farmlands, delivering everything from plum cakes to Secret Santa gifts.
“This campaign is our way of reimagining festive traditions for today’s audience. We wanted to add a local touch to the global Christmas story, and who better than Sukhbir to embody the spirit of InstaSanta? We’re celebrating the joy of gifting, quick deliveries, and cultural vibrancy that resonates with our customers” Mayur Hola, VP – Marketing, Swiggy, said.
Swiggy Instamart extends the campaign beyond the screen by delivering festive hampers to select customers across India. These hampers, inspired by Christmas stocking traditions, are designed to add a touch of surprise to the festive season.
With Sukhbir’s beats driving the campaign and Swiggy’s 10-minute delivery as the hook, #InstaSanta aims to blend the convenience of quick commerce with a distinctly Indian flavour for the holidays. The question is, will InstaSanta make it to the Christmas Hall of Fame or just the next scroll on Instagram?