Description
"For Rakshabandhan, Instamart flipped the script on the traditional 'brother protects sister' narrative by recruiting the ultimate bhai, Shera. The one who protects 'Bhai' itself, his bodyguard since 25+ years. He stepped in to help his rakhi sisters: from annoying rickshaw guys to Turkish ice cream sellers over several funny scenarios, gaining power ups in the form of rakhis. And finally, reminding siblings to fulfill their duties too. While others focused on gifting this Rakhi, Instamart gifted the internet a bhai itself. Amplified through a bhai.bot on the app to simplify rakhi shopping. The campaign drove massive impact: 14.7L+ OPD, 1197 Mn GMV (+43%), 7.8 Mn traffic, and 3x growth in rakhi units sold (20L). Gifting categories like jewelery (+2978%) and chocolates (+479%) surged. It also blew up with 659 Mn+ impressions, and 8 Mn+ organic views and 96+ media coverages on not just meme, but mainstream paparazzi pages too. Making the entire internet truly go, 'Shera Bhai. Mera Bhai
