On the occasion of Raksha Bandhan this year, Swiggy Instamart has added a unique twist by teaming up with Rakhi Sawant for their Raksha Bandhan campaign. Ahead of celebrating the eternal bond shared between siblings on Raksha Bandhan, Swiggy Instamart rolled out a heartwarming digital ad film featuring Rakhi Sawant. It starts with an interesting take on wishing ‘Happy Rakhi’ and ‘Is Rakhi [Sawant] happy?’. With the collaboration, Rakhi Sawant will design “rakhis” and deliver customised Raksha Bandhan messages through Swiggy Instamart. Swiggy Instamart released the digital ad film through an Instagram post captioned ‘We got Rakhi wishing happy Rakhi before Rakhi.’
The ad film begins with Rakhi Sawant, wearing traditional Indian clothing, scrolling though her phone and reading messages around Raksha Bandhan. She says, ‘people are wishing each other Happy Rakhi. But look at this Rakhi [referring to herself], do I look happy?’. The shot moves onto Rakhi Sawant nostalgically glancing through an old photo album, sharing how she always wanted to be famous. She shared that she donned various hats whether it be that of an actress, reality show star or ‘paps ki darling’, but on the occasion of Rakhi, everybody would forget this Rakhi [referring to herself].
The ad showcases a more vulnerable side of the iconic Rakhi Sawant. As the film progresses, Rakhi expresses her gratitude to Swiggy Instamart, saying, “Swiggy Instamart wale kitne sweet hain,” and how the platform has given her the chance to design adorable rakhis that customers can send to their siblings, along with special messages. She then adds, “This year, include me in your celebrations too, after all, I’m your sister too, right?”
The film concludes with the message, ‘Make Rakhi Happy And Make Rakhi Happy!’, and Rakhi Sawant saying, ‘Happy Rakhi from Rakhi and Swiggy Instamart.’
Speaking about the film, Mayur Hola, VP, Marketing at Swiggy said, “Rakhi Sawant has always been known for her quirky and bold persona, but perhaps the real Rakhi has a wholesome and real side of her. And on rakhi (the festival), the real Rakhi is perfect to partner with for us. The idea is to playfully address how Rakhi, who once captured the media’s constant attention, feels a bit overlooked, especially on a day named after her. The campaign gives her the spotlight in a heartfelt way. To make celebration more wholesome, consumers can also enjoy Rakhi Sawant-curated rakhis and deliver personalised wishes to their siblings through Swiggy Instamart.”
The collaboration is gaining immense love from netizens with 4.8 million views on Instagram within the first 24 hours. Netizens expressed joy over witnessing Rakhi in a new look, donning a traditional kurta. The post has gained traction from the likes of influencer Orry, Dolly Singh, Siddharth and Kusha Kapila. Applauding the collaboration, users dropped comments like, “Whoever has come up with this idea needs a raise” and “The crossover we didn’t know we needed”. Another commented, “Y’all took Rakhi’s definition quite literally.” While another commented “This the Rakhi we all wanted to see” and “Rakhi couldn’t have been more real than this”. Some users commented “Swiggy did their promotion right” while other praised the collaboration “@Swiggy Instamart you have my heart now ,this collaboration is the cutest @rakhisawant2511”. As part of Rakshabandhan, Swiggy Instamart is offering an extensive selection of over 100 unique rakhis, each available for delivery within 10 minutes.
