Instamart has released a new Diwali campaign that takes an unusual route to showcase its festive décor assortment. Instead of the familiar visuals of decorated homes, diyas and family gatherings, the film uses a chandelier as the centrepiece of its humour.
The film opens with 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, looking visibly exhausted. The unexpected sight, paired with the couple’s otherwise casual conversation, forms the central joke.
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The film ends with an Instamart delivery and the message, ‘Diwali decor and more, only on Instamart.’
Conceptualised and executed by Instamart’s in-house team, the campaign puts home décor at the centre of the narrative while also drawing attention to the platform’s wider festive assortment. The approach relies on an absurd visual rather than the elaborate festive settings commonly seen in Diwali advertising.
Instamart’s festive catalogue includes linen and furnishings, home décor, cleaning supplies, electronics, home appliances, and beauty and personal care hampers, among other categories.
