Bollywood star Sonakshi Sinha has once again captured the internet’s attention with her latest viral video, “Girl with the Golden Spoon”, created for Instamart’s new Diwali campaign. The video has already crossed over 4 million views within a day of its release on Instagram, blending humor, luxury, and a dash of action in signature Asli Sona style.
After last year’s nostalgic nod to Karisma Kapoor’s Sona Kitna Sona Hai campaign, Instamart has launched a fresh festive film featuring Sonakshi Sinha, just ahead of Dhanteras. The quick-commerce platform’s new ad celebrates the season’s rush for gold and silver coins, while highlighting Instamart’s promise of delivering everything — from essentials to gold coins and jewellery — in just 10 minutes.
Sonakshi Sinha’s “Girl with the Golden Spoon”
Conceptualized in-house, the film gives a witty spin to the idiom “born with a silver (or golden) spoon.” Sonakshi is portrayed as literally born with a golden spoon in her mouth. The film traces her journey from an ultrasound scan revealing the spoon, to playful childhood moments on the school playground, and even hula-hooping with a golden hoop. In the present day, she appears in a grand, Versailles-like setting — poised and radiant — where her golden spoon even deflects a bullet, establishing her as a fierce and glamorous fighter.
The film wraps with a playful voiceover: “Sona ka sona toh by birth sorted hai. Aap apna dekh lo?” (“Sona’s gold is sorted by birth. What about yours?”), nudging viewers to order their festive gold via Instamart.
Commenting on the campaign, Mayur Hola, Head of Brand Marketing at Swiggy, said, “Who doesn’t love a good pun and a great deal? After the iconic Sona Kitna Sona Hai campaign last Diwali, we’re back to remind everyone that asli sona is available on Instamart. And who better to do it than Sonakshi Sinha? From Soan Papdi to sona (gold), whatever you need, get it on Instamart in minutes.”
Last Diwali, Instamart saw remarkable demand for festive purchases — with a single user from Kochi buying gold worth ₹8.3 lakh on the app. This year, the platform has partnered with leading jewellers like Malabar Gold, Kalyan Jewellers, MMTC, and Mia to deliver certified gold and silver coins directly to customers’ doors.
With 24/7 service expansion in cities such as Delhi, Noida, and Gurugram, Instamart aims to make festive shopping even more seamless and swift. Whether it’s gold coins, smartphones, or luxury watches, the brand is positioning itself at the intersection of convenience and celebration — bringing high-value purchases home in under ten minutes.
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