India’s quick commerce platform announced its first annual festive mega sale, the Quick India Movement 2025, which will be India’s fastest sale starting from September 19. The platform has launched its first campaign for Quick India Movement with Ajay Devgn, recreating his iconic split to mark a new way of shopping in India, quicker than ever before.
The sale will be live on both the Instamart app and the Swiggy app from September 19 to September 28, 2025. The Instamart Quick India Movement Sale will offer great deals and very fast deliveries. With discounts ranging from 50% to 90% across categories like electronics, kitchen and dining, beauty, personal care, and toys, the sale aims to provide great value and an exciting shopping experience, according to the brand.
For its first edition, the Instamart Quick India Movement draws inspiration from Bollywood superstar Ajay Devgn’s debut in Indian cinema. The brand film pays direct tribute to his unforgettable entry and marks a full-circle moment for him. Over thirty years ago, Devgn made his mark in Phool Aur Kaante by performing the iconic stunt of balancing in a split between two moving motorcycles, a moment that became famous in Bollywood and established him as a self-made action star.
Designed to be intentionally absurd, deeply nostalgic, and over the top, the film aims to be a cultural moment that captures the meme-driven spirit of today’s generation. The Instamart Quick India Movement film starts with Ajay Devgn making a dramatic entrance, hair blowing in the wind, and saying with his signature intensity: Jo mujhe chahiye, abhi chahiye. Main kisi ke saamne haath nahin failata.
The camera then pulls back to show his iconic split this time not on motorcycles, but balancing everyday essentials: a speaker under one leg and a water jug under the other. These items then change into a ladder, toys, and more, symbolizing the fast pace of India’s changing needs. As the visuals play out, Devgn’s voiceover says: Instamart Quick India Movement Sale starts 19th September. Daud ke discount lega India.
To make the Quick India Movement 2025 sale more rewarding, Instamart has partnered with leading banks and wallets to offer big savings. Shoppers can get up to 10% off with Axis Bank, RBL Bank, HSBC, and IDFC Bank. Swiggy HDFC Bank Credit Card users can also get an extra 10% cashback. Digital payment offers include up to Rs 150 cashback on Amazon Pay, a flat Rs 50 off with Simpl, and guaranteed cashback up to Rs 200 on MobiKwik UPI.
With more Indians enjoying the convenience of on-demand delivery, festive shopping on Instamart has hit record levels throughout 2025, driven by occasions like Holi, Father’s Day, Mother’s Day, and Rakhi. What started as a grocery-focused platform has now expanded to include a wide range of categories such as electronics, beauty and personal care, home and kitchen essentials, gifting, and toys. This trend highlights the growing adoption of quick commerce across India, with Tier II cities and beyond becoming key drivers of growth.
Commenting on the campaign, 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.”
Commenting on his association with the campaign, Ajay Devgn 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!”
