Instamart Celebrates Diwali with Sonakshi Sinha's 'Sona' Fun

Swiggy's Instamart has launched a fun new campaign featuring Sonakshi Sinha as the "Asli Sona."

The ad plays on the word "sona," meaning both gold and the actress's name, promising quick delivery of real gold items in just 10 minutes. It's a lighthearted follow-up to last year's popular spot with Karisma Kapoor, which used the famous song "Sona Kitna Sona Hai."

The short film shows Sinha's character living a life full of gold from the start. It begins with a funny ultrasound scene where a golden spoon appears, then moves to her childhood games with gold toys, and ends in a grand palace where her spoon even stops a bullet.

The tagline asks: "Sona's gold is taken care of from birth. What about yours?" It's a clever way to remind people they can skip crowded stores and order gold coins, jewelry, and more on Instamart from brands like Malabar Gold and Kalyan Jewellers.

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Instamart isn't stopping at gold – the app also delivers sweets, gadgets, watches, and other festive essentials super fast. The campaign was created by Swiggy's own team. Mayur Hola, head of marketing at Swiggy, said, "Everyone loves a pun and a good deal. After last year's hit, we're back with Sonakshi Sinha to show that real gold is just minutes away on Instamart. From soan papdi to actual sona, we've got you covered."

Dhanteras falls on October 18 this year, kicking off Diwali celebrations on October 20, when buying gold is a big tradition for good luck. Instamart is making it easier with 24/7 service in cities like Delhi and Gurugram. Last year, one customer in Kochi even bought gold worth over ₹8 lakh through the app, showing how quick commerce is changing holiday shopping.

Sonakshi Sinha, known from her recent hit Heeramandi, adds her charm to the ad. She shared, "Playing 'Asli Sona' was so much fun – gold has never been this quick and entertaining!"

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This campaign mixes humor with convenience, perfect for busy families prepping for the festival. In a time when everything's instant, Instamart is helping make Diwali shopping stress-free and enjoyable. If you're looking for that perfect gold gift, it might just arrive before you know it.