Instamart turned a giant matki of makhan into the centre of a VVIP-style convoy in Mumbai as part of a Janmashtami activation that left social media users wondering who was receiving such heavy security.
Videos circulating online showed a fleet of 10 black SUVs, security personnel and an elaborate escort moving through the streets of Malad. The apparent VIP, however, was not a political leader or celebrity but a large matki of makhan.
The activation was built around the line “Nazar hatti, leela ghati” and drew on Lord Krishna's association with makhan.
Janmashtami marks the birth of Lord Krishna and is widely celebrated across India. In Maharashtra, the festival is also associated with Dahi Handi celebrations, where Govinda teams form human pyramids to break a handi containing dahi and makhan.
According to Instamart, the convoy was spotted moving through Jaichandlal Karwa Marg in Malad West, attracting crowds and prompting speculation online about the identity of the person or dignitary being escorted.
The campaign used the reveal of the matki as its central creative device, with viewers initially presented with the spectacle of a high-security convoy before discovering the unexpected passenger.
The activation was conceptualised in-house by Instamart and executed by Havas and Tribes.
The campaign also coincides with Instamart's Janmashtami offering, which includes products such as makhan, dahi, sweets and puja essentials.