INSTAMART’S RAKSHA BANDHAN FILM BRINGS BACK THE ‘DHAAI KILO KI RAKHI’

Instamart has launched a Raksha Bandhan campaign led by Esha Deol, reviving the legendary “Dhaai Kilo Ki Rakhi” with a humorous film. Featuring a quirky professor and playful experiments in “Thermo-Dhaai-Namics,” the campaign blends nostalgia with festive cheer, offering customers a silver voucher from Kalyan Jewellers with eligible rakhi purchases.  

This Raksha Bandhan, Instamart has tapped into nostalgia and humour with a campaign that revives one of Bollywood’s most memorable lines — “Dhaai Kilo Ka Haath” — and transforms it into a festive celebration of sibling bonds. Led by actor Esha Deol, the film cleverly reimagines the phrase as “Dhaai Kilo Ki Rakhi,” turning a cultural reference into a larger-than-life moment of joy.  

The film opens with Deol referencing the iconic line before introducing a wild-haired Professor, who embarks on a laugh-out-loud lesson in “Thermo-Dhaai-Namics.” With X-rays, chalkboard equations and a pulley experiment, the Professor demonstrates why her brother’s arm carries so much weight, pitting it against the Earth, Shukra, Shani and even a tank of water. Each time, the giant hand tips the scale, underscoring the exaggerated strength of sibling bonds.  

The narrative reaches equilibrium only when an Instamart delivery executive arrives with a rakhi big enough to match the hand — the “dhaai kilo ki rakhi.” This playful twist not only restores balance to the Professor’s equation but also symbolises the equal weight of love and protection shared between siblings. By blending humour with sentiment, the campaign captures the essence of Raksha Bandhan as a festival of affection, rivalry and enduring ties.  

Adding to the festive spirit, Instamart has introduced a return-gift element that resonates with tradition. Customers purchasing an eligible rakhi on the platform will receive a complimentary 10-gram silver voucher from Kalyan Jewellers. The offer, available across multiple cities, is subject to availability and applicable terms and conditions, reinforcing the brand’s effort to make gifting more rewarding.  

For Instamart, the campaign is more than a seasonal advertisement; it is a statement about the evolving nature of festive storytelling in India’s quick-commerce market. By weaving nostalgia into a contemporary narrative, the brand positions itself as a facilitator of memorable family moments, while also strengthening its association with convenience and celebration.  

Esha Deol’s presence adds cultural resonance, bridging generational audiences who recall the original cinematic reference with younger consumers who value playful, relatable brand communication. The campaign’s humour, coupled with its emotional undertones, ensures that Raksha Bandhan is celebrated not just as a ritual but as a shared experience of laughter, love and nostalgia.  

As families prepare to mark the festival, Instamart’s “Dhaai Kilo Ki Rakhi” stands out for its inventive storytelling and festive generosity. By combining cinematic nostalgia, quirky humour and a thoughtful gifting offer, the brand has crafted a campaign that is both entertaining and emotionally resonant, ensuring Raksha Bandhan celebrations carry a little extra weight this year.