Esha Deol is bringing back a piece of Bollywood charm this Raksha Bandhan with a fun new campaign by Instamart called “Dhaai Kilo Ki Rakhi.” This campaign cleverly plays on the famous dialogue “dhaai kilo ka haath” and adds a humorous sibling twist.
In the campaign, Esha kicks things off by referencing the well-known line, before introducing a quirky professor who tries to explain the extraordinary weight of her brother’s hand. The scene takes a playful turn as the professor conducts a mock scientific experiment dubbed “Thermo-Dhaai-Namics.”
The professor utilizes X-rays, a chalkboard equation, and pulley systems to illustrate the unusual weight of the giant hand. The experiment puts the hand up against various forces, including Earth, other planets, and even a tank of water, and hilariously, every attempt ends with the hand winning out.
The search for an explanation concludes when a rakhi, supposedly matching the hand’s weight, arrives. Titled the “dhaai kilo ki rakhi,” it is delivered by an Instamart executive, wrapping up the professor’s entertaining experiment.
Additionally, the campaign offers a festive perk. Customers purchasing certain rakhis through Instamart can receive a complimentary 10-gram silver voucher from Kalyan Jewellers, available across several cities while supplies last.
Mayur Hola, the Head of Brand at Swiggy, commented on the campaign, stating, “In recent years, we’ve enjoyed blending pop culture with Raksha Bandhan, from ‘Rakhi with Rakhi’ to ‘Shera Bhai’, and now ‘Dhaai Kilo Ki Rakhi’. Each year, we look for memorable cultural moments to playfully reinterpret sibling bonds. This year, Esha Deol brings a classic Bollywood dialogue to life with our Instamart twist. Plus, the silver voucher adds a special touch to the tradition of the bhai’s return gift.”
Ramesh Kalyanaraman, Executive Director of Kalyan Jewellers, added, “Raksha Bandhan is a celebration of a bond filled with shared memories, laughter, and love. The tradition emphasizes giving just as much as tying the rakhi. That’s why we wanted to offer a significant return gift for those purchasing rakhis on Instamart: a 10-gram silver voucher redeemable at select Kalyan Jewellers outlets. Our partnership with Instamart combines quick convenience with the lasting value of silver, enriching this beloved festive tradition.”
The campaign merges a beloved movie reference with a modern shopping experience, allowing customers to order rakhis, sweets, return gifts, and puja essentials all in one go, making Raksha Bandhan celebrations even more enjoyable.
