Swiggy Instamart’s Valentine’s Day campaign, “InstaTohfa,” emphasizes celebrating love with everyone, not just romantic partners. They’ve partnered with Bollywood actor Tusshar Kapoor to create a modern take on the classic “Tohfa Tohfa” song (originally featuring his father, Jeetendra). The campaign video shows Kapoor sharing heartwarming moments with his family, highlighting the importance of showing love to grandparents, children, and other loved ones.
Swiggy Instamart’s VP of Marketing, Mayur Hola, explains that the campaign aims to make it easy to express love to everyone, offering quick 10-minute delivery for gifts like roses, chocolates, and pet toys. The video features Kapoor and his family exchanging gifts delivered by Swiggy Instamart, culminating in a fun dance sequence with a delivery executive, driving home the message: “Give pyaar ka InstaTohfa in just 10 minutes, only on Swiggy Instamart.”
This campaign continues Swiggy Instamart’s trend of leveraging Bollywood nostalgia, following previous collaborations with other celebrities. In addition to the campaign, Swiggy Instamart is offering a “Perfect Match Box” for orders over Rs 999. This matchbox-shaped surprise contains various treats and encourages customers to start their Valentine’s Day gift shopping.