Swiggy Instamart has rolled out a campaign, 'Dhaai Kilo Ki Rakhi', ahead of Raksha Bandhan, featuring actor Esha Deol.

The campaign comprises a film.

Centred around Sunny Deol’s iconic ‘dhai kilo ka haath’ dialogue, the ad opens with Esha referencing the legendary line, before summoning a wild-haired Professor to explain, quite literally, why her brother’s arm carries so much weight. What follows is a laugh-out-loud lesson in ‘Thermo-Dhaai-Namics’, complete with X-rays, a blackboard equation and a pulley experiment that pits the giant hand against the Earth, Shukra, Shani and even a tank of water, with the hand tipping the scale every single time. The only thing that restores balance is a ‘dhai kilo ki rakhi’, delivered right on cue by an Instamart delivery executive, finally bringing the professor's equation to equilibrium.

What we think about it: The ad leans heavily into absurdity, using Sunny Deol’s iconic dialogue as a springboard for a bizarre and largely random ‘scientific’ explanation. Despite its randomness, the film is funny and manages to get its point across effectively.

Mayur Hola, head - brand, Swiggy, said, “Over the last few years, we’ve enjoyed using pop culture to put a playful spin on Raksha Bandhan, from ‘Rakhi with Rakhi’ to ‘Shera Bhai’, and now ‘Dhaai Kilo Ki Rakhi’. Each year, we look for a cultural moment that people instantly recognise and reimagine it through the lens of the sibling relationship. This year, we have Esha Deol bringing one of Bollywood's most legendary dialogues to life with an Instamart twist. And the silver voucher adds an extra sparkle to the tradition of the bhai's return gift."