King Cyrus Sahukar gets groceries delivered to his castle through Instamart

Swiggy's Instamart has rolled out a campaign 'Instapur' featuring VJ and actor Cyrus Sahukar, to showcase its wide range of products and its timely delivery. 

 

The first film showcases Sahukar the king of Instapur leaving his palace to wage a war when his queen comes up to him. He thinks that she has come to give him a heartfelt send-off and wish him luck but instead, she wants him to finish ordering their monthly groceries before he leaves. The film ends with the king ordering the grocery list through Instamart, meeting his wife’s bidding in the blink of an eye.

 

The second film opens with two ministers fighting. The king intervenes and asks them to stop. He then orders snacks and beverages on Instamart. The film then goes on to show the king all set for the fight and tells the minister to begin. The film ends with the king enjoying his chips and cola, while the fight continues without him putting an end to it. 

 

Aparna Giridhar, vice president - marketing, Swiggy, said, "While this is set in a fictitious world, the scenarios occur in our everyday lives. Whether you forget to get groceries on time or need your munchies when you watch your favourite shows or any other category you consume, Instamart is always the answer to instantly let you fulfill your everyday needs that truly make you live it up like royalty."

 

Deepan Ramachandran, founder and creative head, Mind Your Language, said “The quick commerce industry is a growing sector in India right now. It is a category that is easily understood by the consumer. What the category needs is a bag full of disruption to create salience. And that’s what we have attempted to do with this magical universe of Instapur.”