Now Reading: Esha Deol turns Sunny Deol’s dialogue into Rakhi gag for Instamart
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Esha Deol turns Sunny Deol’s dialogue into Rakhi gag for Instamart
Esha Deol has recreated Sunny Deol's iconic "Dhaai Kilo Ka Haath" dialogue from the film *Border* for a new Raksha Bandhan campaign by Swiggy Instamart. Titled 'Dhaai Kilo Ki Rakhi', the ad features a professor who runs a mock scientific experiment called "Thermo-Dhaai-Namics" using X-rays, equations and a pulley to explain the weight of a brother's hand. The experiment ends when a rakhi matching the hand's supposed weight arrives, delivered by an Instamart executive.
The campaign also offers a festive return-gift: customers who buy an eligible rakhi via Instamart can get a free 10-gram silver voucher from Kalyan Jewellers, subject to terms and availability across multiple cities. Mayur Hola, Head of Brand at Swiggy, said the company continues to use pop culture to add a playful twist to Raksha Bandhan, while Ramesh Kalyanaraman of Kalyan Jewellers called the voucher a meaningful return gift that adds value to the tradition.
Indian Opinion Analysis
Swiggy Instamart's Raksha Bandhan campaigns have leaned heavily on Bollywood nostalgia since at least 2021, starting with 'Rakhi with Rakhi' featuring Rakhi Sawant, followed by 'Shera Bhai' last year. This year's ad leans on Sunny Deol's 1997 dialogue, which is still widely memed. The silver voucher tie-up with Kalyan Jewellers is a repeat strategy: quick-commerce platforms often partner with jewellery brands during festivals to increase average order value. The offer is available in multiple cities, but terms will determine how many customers actually use it. Watch for competitor responses from Zepto or Blinkit before the festival.
Source: bollywoodhungama.com
This story was synthesised by AI from the source linked above. Methodology and corrections.
