Amid the ongoing Navratri festivities, Swiggy Instamart has rolled out a campaign featuring the 'Dandiya Queen' Falguni Pathak to promote its festive collection on the quick commerce platform.

Conceptualised in-house, the ad film aims to leverage Pathak's popularity, particularly during this time of year when her musical performances are considered as much a part and parcel of the festival as the traditional Garba and Dandiya dance forms.

 

 

 

 

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The tongue-in-cheek film builds up intrigue surrounding the singer as someone who's known to make appearances during the nine-day festivities only to go off the public radar for the rest of the year. The film resorts to elements of creative exaggeration to take the ensuing drama few notches above the mundane, depicting  Pathak as 'invisible' to the general public when its not Navratri to drive in the message that she is only visible during this festive season. Additionally, with the singer proclaiming that she will be seen for the first time this year on Swiggy Instamart's 'Falguni collection', it makes a case for the quick commerce app's festive collection.

What we think about it: The film effectively creates a sense of comical intrigue by using the exaggerative element of 'invisibility' to highlight Pathak's presence during the nine-day festivities and her perceived absence throughout the rest of the year.