BigBasket has rolled out a campaign comprising three films featuring Bollywood actors and sisters, Karisma Kapoor and Kareena Kapoor that plug in the brand’s 10-minute grocery delivery promise. 

Conceptualised by Talented, the campaign films recreate the vintage on-screen personas of duo coupled with their popular expressions and moves. 

The first film has the sisters jamming together, while shaking a leg to a jingle that goes, ‘10 minutes means BigBasket’.

The second film has Karisma a.ka. Lolo pull off a double role while the third film has Kareena a.k.a Bebo recreating a tongue twister – a throw back to a tongue-twister from the classic Jab We Met.

What we think about it: Its a casting coup that Bollywood itself hasn’t pulled off in years: getting the Kapoor sisters on screen together. But beyond that, the films feel like a case of missed opportunity, with the campaign hinging almost entirely on the duo’s star power, with wafer thin scripts and surface-level callbacks to nostalgia. All in all, not particularly memorable, but watchable largely because of the sisters’ natural chemistry and screen presence.

Raagaleena Sripada, marketing head, BigBasket Retail, said: “Our partnership with Karisma and Kareena Kapoor marks a strategic step in evolving BigBasket’s communication. The objective was clear: to drive home the message that BigBasket now delivers groceries in just 10 minutes. The Kapoor sisters bring relatability that helps us connect with a wide and diverse consumer base, while reinforcing the speed, ease, and reliability of our service.” 

Aarushi Periwal and Krisha Kakad, creative and brand strategy, Talented, add: “Karisma and Kareena don’t just live in our memories, they are part of our GIFs, our stickers, our Saturday night dance moves, our favourite one-liners. Casting them together felt less like a creative decision and more like unlocking something that was waiting to happen. We wrapped BigBasket's 10-minute delivery promise in shared nostalgia, let the sisters step back into their iconic roles we have loved them in, and reimagined moments that still make us smile. What emerged was 20 seconds that stayed with you much longer.”