Instamart and Ajay Devgan Launch the Quick India Movement Sale with Nostalgic Twist

Instamart brings back Ajay Devgn’s legendary split in a bold new campaign to launch the Quick India Movement Sale, redefining festive shopping with massive discounts and ultra-fast delivery.

A Bold Beginning for the Quick India Movement

Instamart has officially announced its first annual festive mega event, the Quick India Movement Sale, set to run from September 19 to September 28, 2025. This initiative positions itself as India’s fastest sale, offering an exciting combination of unbeatable deals and lightning quick deliveries. Available on both the Instamart app and the Swiggy app, the sale promises discounts of 50 to 90 percent across electronics, kitchen and dining, beauty, personal care, and toys, turning everyday shopping into a thrilling festive experience.

Ajay Devgn Returns with His Legendary Split

The campaign’s spotlight shines on Bollywood superstar Ajay Devgn, who recreates his iconic split stunt that made him a household name over three decades ago in his debut film Phool Aur Kaante. Known for balancing between two moving motorcycles in the 1991 blockbuster, Devgn now revives that unforgettable moment in a humorous and larger than life way for Instamart. This time, instead of motorcycles, he performs the split using everyday essentials such as a speaker and a water jug, which then transform into ladders, toys, and more. The visual metaphor captures the fast-changing needs of modern India, while Devgn’s commanding dialogue delivers the message that what he wants, he gets immediately, echoing the brand’s promise of instant delivery.

Nostalgia Meets the Meme Generation

The film is crafted with deliberate absurdity, blending nostalgia with meme-worthy storytelling to appeal to today’s digital-first audience. With its dramatic visuals, over the top energy, and self-aware humor, the campaign goes beyond selling deals to create a cultural moment. As Ajay Devgn declares the start of the Quick India Movement Sale, the message is clear: India will seize discounts with unmatched speed.

Partnerships and Extra Rewards

To make the shopping experience even more rewarding, Instamart has partnered with leading banks and digital wallets. Shoppers using Axis Bank, RBL Bank, HSBC, and IDFC Bank cards can enjoy up to 10 percent additional savings, while Swiggy HDFC Bank Credit Card users can earn an extra 10 percent cashback. Digital payment offers further enhance the experience, including up to Rs 150 cashback on Amazon Pay, flat Rs 50 off with Simpl, and cashback up to Rs 200 on MobiKwik UPI.

The Growth of Quick Commerce in India

Over the past year, Instamart has seen record festive demand driven by occasions such as Holi, Father’s Day, Mother’s Day, and Rakhi. What began as a grocery-first platform has rapidly expanded into categories like electronics, personal care, gifting, and toys, proving the rising popularity of quick commerce across the country. Tier II and smaller cities have become central to this growth, showing how deeply instant delivery is becoming part of India’s shopping culture.

Voices Behind the Campaign

Mayur Hola, Vice President of Brand Marketing at Swiggy, explained, “Who better than Ajay Devgn to front India’s quickest ever quick commerce sale? His split launched him into Bollywood, and today it is launching India’s quickest sale. Instamart has grown from creating a new category to becoming a household name in just five years. This campaign is intentionally absurd, nostalgic, and over the top, designed to become a meme in cinematic form.”
Ajay Devgn added, “Instamart has always innovated, and this time they have given my Phool Aur Kaante stunt a fresh twist. The Quick India Movement is all about bringing speed and ease to everyone, making shopping fun and convenient.”

A Cultural Moment in Festive Shopping

With its mix of nostalgia, humor, and bold storytelling, the Instamart Quick India Movement Sale is not just another festive promotion but a statement of how quick commerce is shaping consumer behavior. By fusing the legendary with the contemporary, Instamart has created a campaign that captures both memory and momentum, ensuring it stands out in a crowded festive season.

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