Swiggy Instamart Partners with Falguni Pathak for Navratri Campaign

Swiggy Instamart, a popular online quick commerce platform, has teamed up with renowned Indian singer Falguni Pathak for an exclusive campaign to celebrate this year’s Navratri festivities. The collaboration features Pathak in a dedicated advertisement film designed to capture the spirit of Navratri with a Garba tutorial.

The campaign humorously plays on the notion that Pathak, a beloved figure especially during Navratri, appears to be visible primarily during the festival. The ad film creatively portrays an invisible Pathak leading a Garba session, where children are shown dancing to her voice. This whimsical touch is also seen in scenes where security personnel and fans interact with what seems to be an empty space, further highlighting the lighthearted theme of the ad.

Integral to this initiative is the ‘Faguni Collection,’ a special section on Swiggy Instamart’s platform that offers various Navratri essentials including Dandiya sticks, traditional ethnic wear, sweets, and puja items, making festive preparations accessible to consumers across the country.

Swiggy Instamart has previously engaged in similar collaborations with a range of celebrities and creative influencers to boost its market presence. Notable figures who have been part of their campaigns include cricketer Rohit Sharma, actress Juhi Chawla, and entertainer Rakhi Sawant. The platform has also partnered with popular digital creators like Cyrus Sahukar and Puneet Superstar, among others.

As Navratri celebrations commence, Swiggy Instamart’s collaboration with Falguni Pathak is among several brand promotions embracing this cultural festivity. Other brands that have launched Navratri-related initiatives include Eno, Swiss Beauty, and Everlite by Senco Gold, showcasing a widespread corporate enthusiasm for the festival.