Instamart, a quick commerce platform, formally announced its first yearly festival mega sale, the Quick India Movement 2025, dubbed India’s fastest sale. The much-awaited sale will be available from September 19 to 28, 2025, and will be featured on both Instamart and Swiggy apps.
The initiative coincides with India’s festive season, a time of peak spending by consumers. Through this campaign, Instamart wants to respond to increased demand by providing irresistible discounts along with the luxury of instant deliveries.
Key to the Quick India Movement 2025 are the 50% to 90% discounts. The discounts cut across several best-selling categories so that there’s something for everyone, such as:
In addition to broad-based discounts, Instamart also continues to highlight its commitment to lightning-fast deliveries, establishing it as the leader in India’s quick commerce business.
Instamart collaborated with Bollywood icon Ajay Devgn for the campaign launch, reprising his iconic split stunt from the film Phool Aur Kaante back in 1991. The iconic visual, which is fondly recalled as one of the greatest Bollywood debuts, has now been revamped for today’s viewer.
This time, and this time only, instead of motorbikes, Devgn does the split with bizarre household items like a water jug and a speaker. These objects ingeniously morph into products embodying India’s changing consumer desires, connecting nostalgia to contemporary lifestyle dreams.
The brand movie has been designed to be campy, retro, and overtly dramatic. With tongue-in-cheek music and sassy script, the campaign is designed to flourish in the meme-based, social-first culture of the times.
In the commercial, Devgn assertively says:
“Jo mujhe chahiye, abhi chahiye. Main kisi ke saamne haath nahin failata.”
This line is the best distillation of today’s consumer psyche — one that looks for speed, autonomy, and mastery. The recallable stunt, coupled with humor and nostalgia, guarantees high recall value and social shareability.
Opining about the campaign, Mayur Hola, VP Brand Marketing at Swiggy, said:
“Who else but Ajay Devgn to lead India’s fastest ever quick commerce sale? His split opened the gates of Bollywood, and thirty years on, it is opening India’s fastest sale. India doesn’t wait, it takes what it needs, when it needs it.”
He also pointed out how Instamart has in the last five years built a category that didn’t exist to becoming part of the Indian household name.
The Quick India Movement 2025 is not just a sale event. It is an initiative that uses the power of stars, nostalgia, and memes to construct a cultural phenomenon. By combining Ajay Devgn’s timeless legacy with modern consumer dreams, Instamart has sent a message that India’s celebratory shoppers can strongly relate to.
As the sale approaches, Instamart is set to not only drive massive engagement but also redefine how quick commerce connects with consumers during the country’s most celebrated season.
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