Bengaluru: Instamart, a quick commerce platform, today announced its first-ever annual mega sale – the Quick India Movement 2025, positioned as India’s quickest sale, set to go live from September 19 to 28, 2025 on both the Instamart and Swiggy apps.
To mark the launch, Instamart unveiled a high-energy campaign featuring Bollywood superstar Ajay Devgn, who recreates his legendary debut stunt — the iconic split from Phool Aur Kaante. This time, Devgn’s split is performed not on motorcycles but on everyday essentials like speakers, water jugs, ladders, and toys, symbolizing the speed and diversity of India’s evolving shopping needs.
The Instamart Quick India Movement Sale will offer discounts ranging from 50–90%* across key categories including electronics, kitchen and dining, beauty, personal care, and toys — backed by Instamart’s signature lightning-fast deliveries.
The brand film, conceptualised to be “intentionally absurd, deeply nostalgic, and unapologetically over the top,” captures the meme-driven spirit of today’s generation. The campaign opens with Devgn’s striking entry and a powerful declaration: “Jo mujhe chahiye, abhi chahiye. Main kisi ke saamne haath nahin failata.” Backed by a playful score, the visuals culminate in Devgn’s voiceover: “Instamart Quick India Movement — Sale starts 19th September. Daud ke discount lega India.”
Mayur Hola, VP – Brand Marketing at Swiggy, said, “Who better than Ajay Devgn to front India’s quickest ever quick commerce sale? His split launched him into Bollywood, and three decades later, it is launching India’s quickest sale. India doesn’t wait, it takes what it wants, when it wants it. Like Ajay, who has quietly built himself into one of India’s most enduring icons, Instamart too has, over the past five years, gone from creating a category that didn’t exist to becoming a household name. With this campaign, we’ve taken that spirit and multiplied it – quite literally. This film doesn’t just sell deals. It’s intentionally absurd. It’s nostalgic. It’s over the top. It’s this generation’s meme in cinematic form.”
Ajay Devgn, commenting on the association, said, “Instamart has always found new ways to innovate, and now they have given my Phool Aur Kaante stunt a twist. The Quick India Movement is all about bringing speed and ease to everyone!”
Instamart has seen record festive shopping demand in 2025, with growth driven by key occasions such as Holi, Father’s Day, Mother’s Day, and Rakhi. From its grocery-led origins, the platform has rapidly expanded into electronics, beauty, personal care, home and kitchen, gifting, and toys. The adoption of quick commerce has also accelerated across Tier II and beyond, making them growth engines for the category.
To make the Quick India Movement 2025 even more rewarding, Instamart has partnered with leading banks and wallets. Shoppers can avail up to 10% off with Axis Bank, RBL Bank, HSBC, and IDFC Bank, along with extra 10% cashback for Swiggy HDFC Bank Credit Card users. Additional digital payment offers include ₹150 cashback on Amazon Pay, flat ₹50 off via Simpl, and up to ₹200 cashback on MobiKwik UPI.
