Mumbai: As New Year’s Eve traditions continue to be shaped by social media, Instamart, India’s pioneering quick commerce platform, turned a viral internet trend into a real-world cultural moment. Drawing inspiration from the Spanish ritual of eating 12 grapes at midnight to manifest luck and good fortune, Instamart brought the meme-worthy phenomenon to the streets of Mumbai with a playful on-ground activation.
The move followed striking consumer behaviour observed on the platform. Last New Year’s Eve, Instamart recorded a 22x surge in searches for grapes and a 40x jump in orders, with Delhi leading the spike, followed closely by Mumbai and Bengaluru. What was once an everyday fruit had suddenly become a New Year’s Eve essential, fuelled by social media chatter and shared cultural curiosity.
Capitalising on this insight, Instamart rolled out a tongue-in-cheek activation in Bandra and Carter Road, where a giant grape accompanied by four “bodyguards” carrying Instamart bags was spotted roaming the streets. The visual instantly grabbed attention, sparked conversations, and became a magnet for photos and videos.
Unsurprisingly, the activation quickly found its way online, turning into meme fodder across Instagram and troll pages. From jokes about grapes receiving more security than celebrities to quips about manifesting luck under tables, the campaign resonated with internet humour and festive spontaneity. One Instagram post read, “2026 mein waise bhi duniya khatam hai, kam se kam luck toh lelo! 12 grapes ready rakho,” while another joked, “ab New Year’s pe grapes khaane ki tayaari hogi.”
Commenting on the trend, Mayur Hola, Head of Brand at Swiggy, said, “Culture seldom announces itself with a drumroll, it quietly shows up in our carts. Last New Year’s Eve, we saw grapes go from a fruit to one of the most sought-after items in cities like Delhi, Mumbai, and Bengaluru. India had adopted its own twist on the 12-grape ritual. So we decided to have a little fun with it. If grapes were going to be the star of the night, Instamart would be the stage because when a moment becomes a movement, we’re right there delivering it.”
The response was immediate and organic, with crowds engaging enthusiastically on the ground and social media amplifying the moment in real time. By blending live consumer data, internet culture, and street-level storytelling, Instamart once again reinforced its positioning as more than a convenience platform—reflecting how India shops, celebrates, and participates in emerging cultural moments.
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