Esha Deol Stars in Instamart Raksha Bandhan Ad Parodying Iconic Bollywood Dialogue
Actor Esha Deol has partnered with quick-commerce service Instamart for a Raksha Bandhan festive ad campaign titled ‘Dhaai Kilo Ki Rakhi’. The creative commercial reimagines the famous Bollywood catchphrase “dhaai kilo ka haath” associated with her brother, actor Sunny Deol, adapting the reference into a lighthearted sibling-oriented theme.
What Happened
The campaign video opens with Esha Deol mentioning the iconic film dialogue before the scene transitions to an eccentric, wild-haired professor. The character conducts a mock scientific demonstration labelled “Thermo-Dhaai-Namics” to investigate why her brother’s hand holds such massive weight.
In the ad, the professor deploys blackboard formulas, X-ray imagery, and a pulley system to measure the heavy hand against various elements and planetary forces, including water tanks, the Earth, Shukra, and Shani. Each test shows the hand outweighing the competing objects until an Instamart delivery partner arrives with a matching heavyweight item termed the “dhaai kilo ki rakhi,” successfully balancing the scale and concluding the experiment.
Key Highlights
- The commercial plays on the well-known dialogue “dhaai kilo ka haath” through a mock experiment dubbed “Thermo-Dhaai-Namics”.
- The narrative features an Instamart executive delivering a heavy rakhi that offsets the weight of the hand.
- The festive push includes a tie-up with Kalyan Jewellers, providing customers buying eligible rakhis via Instamart with a complimentary 10-gram silver voucher redeemable at select retail outlets.
- The promotional offer is active across multiple cities, subject to terms and product availability.
Why This Matters
The initiative reflects the integration of quick commerce with festive traditions and film nostalgia. Mayur Hola, Head of Brand at Swiggy, explained that the platform regularly utilises widely recognised cultural moments to showcase sibling dynamics during Raksha Bandhan, citing previous themes like ‘Rakhi with Rakhi’ and ‘Shera Bhai’.
Additionally, the collaboration connects instant grocery delivery with traditional jewellery gifting. Ramesh Kalyanaraman, Executive Director of Kalyan Jewellers, noted that pairing a 10-gram silver voucher with rakhi purchases merges quick-commerce delivery convenience with the established custom of brothers offering return gifts to their sisters.
What to Watch Next
Shoppers across supported cities can access festive supplies, including rakhis, puja essentials, sweets, and return gifts, through Instamart during the festival window. Customers purchasing qualifying rakhis will also encounter the redeemable Kalyan Jewellers voucher offer while stock lasts.
Frequently Asked Questions
What dialogue does the Instamart Raksha Bandhan campaign parody?
The advertisement parodies the famous Bollywood line “dhaai kilo ka haath”, adapting it into a storyline revolving around a “dhaai kilo ki rakhi”.
Who stars in the ‘Dhaai Kilo Ki Rakhi’ advertisement?
Actor Esha Deol stars in the campaign film alongside an actor playing a mock scientist.
What offer is available to Instamart customers during this promotion?
Shoppers who buy eligible rakhis through Instamart can receive a complimentary 10-gram silver voucher redeemable at select Kalyan Jewellers outlets, subject to applicable terms and local availability.
Source: Instamart and Bollywood Hungama.