Description
For Rakshabandhan, one of our biggest days of the year, Instamart could have recruited any classic brother-sister duo but we decided to focus on the core of Rakshabandhan - 'brother's duty to protect'. And for this very protection, we recruited the ultimate bhai, the one who protects 'Bhai' itself since 25+ years, his bodyguard: Shera. In the film he comically protected his sisters from several scenarios and gained rakhis as power ups. 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. The campaign's success proved that you don’t always need celebrities to reach the masses: there are several untapped cultural figures hiding in plain sight.
