Swiggy Instamart has partnered with the iconic Indian singer Falguni Pathak to bring a special touch to this year’s Navratri celebrations. Famous for her traditional Gujarati music, Pathak takes the lead in an exciting new ad campaign, where she offers a Garba tutorial designed exclusively for Swiggy Instamart.
The campaign uses humor to highlight an “invisible” Falguni Pathak, playing on the idea that she only appears during the Navratri season. This time, her first appearance happens on Swiggy Instamart, where she showcases the “Falguni Collection.” Throughout the ad, Pathak’s voice guides kids through Garba moves while they dance in her absence. In a playful twist, fans and attendants interact with an empty space, including scenes of a security guard helping her in an elevator. The commercial concludes by introducing Swiggy Instamart’s “Falguni Collection,” offering a variety of Navratri essentials like Dandiya sticks, traditional outfits, sweets, and puja items.
This collaboration is part of Swiggy Instamart’s broader strategy of partnering with popular celebrities and influencers. Before working with Falguni Pathak, the platform featured stars like Rohit Sharma, Ritika Sajdeh, Juhi Chawla, and Rakhi Sawant. Additionally, creators such as Cyrus Sahukar, Puneet Superstar, Dolly Chaiwala, and Chandrika Dikshit (the Vada Pav Girl) have also contributed to Swiggy Instamart’s campaigns.
As Navratri excitement spreads nationwide, many brands are jumping in to celebrate the festival. Alongside Swiggy Instamart, brands like Eno, Swiss Beauty, and Everlite by Senco Gold have launched their own campaigns to mark the occasion.