Swiggy Instamart has launched its Valentine’s Day campaign, InstaTohfa, featuring Bollywood actor Tusshar Kapoor. The campaign revives the 1980s song Tohfa Tohfa, originally filmed on Kapoor’s father, veteran actor Jeetendra. The advertisement portrays Kapoor celebrating with family members, including grandparents and children, highlighting the idea that Valentine’s Day is not just for romantic partners but for all loved ones. A delivery executive is also shown participating in the festivities, reinforcing the theme of gifting.
“Valentine’s Day is for everyone you love, not just your significant other. Whether it’s a rose for your grandma, chocolates for a friend, or a toy for your pet, Swiggy Instamart helps you celebrate every moment of love. And with InstaTohfa, you can do it in just 10 minutes!” Mayur Hola, VP, marketing, Swiggy, said.
The campaign draws on nostalgia while incorporating a contemporary approach to marketing. Swiggy Instamart has previously collaborated with actors like Karisma Kapoor, Juhi Chawla, and Falguni Pathak, using familiar cultural references to engage audiences. The latest campaign continues this trend, focusing on broader expressions of affection rather than traditional Valentine’s Day messaging.
As part of its promotional efforts, Swiggy Instamart has introduced The Perfect Match Box, a themed package available with select orders. Designed in the shape of a matchbox, it includes an assortment of small treats. The campaign reflects a growing shift in Valentine’s Day advertising, where brands emphasise inclusivity in celebrations rather than focusing solely on romantic relationships.