Instamart has rolled out a film for Diwali.

Conceptualised and executed by the in-house team, the film takes a quirky, exaggerated approach to festive humour.

It follows a couple making their way home after a late night of Diwali celebrations, with the wife urging her husband to call it a night. The husband, however, is dressed in a crystal chandelier, looking quite literally like he’s running on low battery. The film builds on this absurd visual gag to deliver its festive punchline, ending with the suggestion that Instamart has such an impressive range of décor that you might just be tempted to take it along with you.

The campaign puts the spotlight on Instamart’s Diwali décor assortment, while tapping into a seasonal consumer need - getting homes ready for the festivities.

What we think about it: The film leans into absurdist humour to deliver a festive message. The visual of a husband dressed in a crystal chandelier adds unexpected humour.

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.”