Instamart is taking a different route with its Diwali advertising this year, using an unusual fashion moment to draw attention to its festive home décor range. The new brand film relies on visual humour rather than the familiar imagery of illuminated homes and elaborate festive celebrations, placing a crystal chandelier at the centre of its narrative.
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 suggests calling it a night, her husband appears wearing a crystal chandelier as an outfit, looking visibly low on energy. The couple’s matter-of-fact exchange against this unexpected visual creates the central humour.
The story concludes with an Instamart delivery, followed by the message, ‘Diwali decor and more, only on Instamart.’ Through this approach, the platform brings attention to its festive shopping assortment while positioning décor as part of a wider range of household and celebration essentials.
Speaking about the creative direction, 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.”
The campaign also highlights the breadth of Instamart’s festive catalogue, which includes linen and furnishings, home décor, cleaning supplies, electronics, home appliances, and beauty and personal care hampers, among other categories.
From a marketing perspective, the film uses an unexpected visual gag to make a familiar shopping category more memorable. By avoiding conventional festive imagery, Instamart gives its communication a distinct creative hook while keeping the product category at the forefront. The broader assortment message also reinforces the platform’s convenience proposition, positioning it as a destination for multiple Diwali shopping needs rather than décor alone.
