Swiggy Instamart has rolled out a campaign spotlighting the platform’s wide product range and lightning-fast delivery.

The campaign consists of an ad film titled 'Big or Small, We Deliver It All'.

The film opens with a man flipping on the switches in his living room only to find a gang of robbers casually walking off with his furniture and appliances. When he confronts them, they pause, and he says, “At least wait till the new stuff arrives - it’ll take two days.” Strangely, they agree. The next day, life goes on as usual in the house, except now the robbers are awkwardly hanging around, still clutching the old items. Eventually fed up, one of them recommends Swiggy Instamart. The family gets their replacements instantly, and the robbers finally make their exit, with the old stuff in tow.

What we think about it: While the setup is unconventional and funny, the payoff cleverly reinforces the brand’s value without hammering the point.

The campaign was rolled out across social media platforms on 17 July.