Esha Deol Puts a Fun Twist on Sunny Deol’s Iconic “Dhaai Kilo Ka Haath” for Raksha Bandhan in New Instamart Ad
Esha Deol is bringing a touch of nostalgia to this year’s Raksha Bandhan with Instamart’s festive campaign, titled ‘Dhaai Kilo Ki Rakhi’. Drawing inspiration from the iconic dialogue “dhaai kilo ka haath,” the campaign adds a playful sibling-centric twist that is sure to resonate with audiences. The campaign film features a humorous narrative that combines Bollywood charm with a modern shopping experience.
A Humorous Take on a Classic Dialogue
The campaign film opens with Esha Deol referencing the famous dialogue, setting the stage for a whimsical exploration of the concept. She introduces a wild-haired professor who embarks on a comedic journey to explain why her brother’s hand seems to carry such extraordinary weight. This leads to a mock scientific experiment dubbed “Thermo-Dhaai-Namics,” where the professor employs X-rays, a blackboard equation, and a pulley system to demonstrate the hand’s unusual heft.
Throughout the experiment, the professor pits the giant hand against various forces and objects, including the Earth, Shukra, Shani, and even a tank of water. Each attempt humorously concludes with the hand tipping the scale, adding to the lightheartedness of the campaign. The narrative reaches its climax when a rakhi, aptly named the “dhaai kilo ki rakhi,” is delivered by an Instamart executive, bringing the professor’s elaborate experiment to a close.
Festive Offers for Customers
In addition to the entertaining film, the campaign features a festive return-gift offer. Customers who purchase an eligible rakhi through Instamart will receive a complimentary 10-gram silver voucher from Kalyan Jewellers. This offer is available across multiple cities, subject to availability and applicable terms and conditions, making it an enticing option for those looking to celebrate the occasion.
Mayur Hola, Head of Brand at Swiggy, shared insights about the campaign, stating, “Over the last few years, we’ve enjoyed using pop culture to put a playful spin on Raksha Bandhan, from ‘Rakhi with Rakhi’ to ‘Shera Bhai’, and now ‘Dhaai Kilo Ki Rakhi’. Each year, we look for a cultural moment that people instantly recognise and reimagine it through the lens of the sibling relationship.” He added that Esha Deol’s involvement brings one of Bollywood’s most legendary dialogues to life with a unique Instamart twist.
Meaningful Traditions and Modern Shopping
Ramesh Kalyanaraman, Executive Director of Kalyan Jewellers, emphasized the significance of Raksha Bandhan, stating, “Raksha Bandhan celebrates a bond built over years of shared memories, laughter, mischief and affection.” He explained that the tradition is as much about giving as it is about tying the rakhi. To enhance this festive spirit, Kalyan Jewellers is offering a meaningful return gift: a 10-gram silver voucher redeemable at select stores.
The campaign effectively merges a beloved Bollywood reference with contemporary shopping practices. Through Instamart, customers can conveniently order rakhis, sweets, return gifts, and puja essentials, while the collaboration with Kalyan Jewellers adds an extra layer of significance to the Raksha Bandhan celebration.
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