Ajay Devgn recreates his famous split to launch Instamart’s festive sale

Instamart has announced its inaugural annual festive mega sale, the Quick India Movement 2025, starting from September 19. The platform has rolled out its first campaign announcing Quick India Movement with Ajay Devgn, recreating his iconic split to mark a new chapter in how India shops, quicker than ever before.

The sale is set to go live on both the Instamart app and the Swiggy app from September 19 to September 28, 2025. To delight consumers this festive season, the Instamart Quick India Movement Sale is set to offer great deals and lightning-fast deliveries. With discounts ranging from 50%-90% off* across categories like electronics, kitchen and dining, beauty, personal care, and toys, the sale is designed to deliver exceptional value and an exciting shopping experience, stated a press release.

For its debut edition, the Instamart Quick India Movement takes inspiration from Bollywood superstar Ajay Devgn’s own legendary entry into Indian cinema. The brand film is a direct homage to his unforgettable debut and marks a full-circle moment for the actor. Over three decades ago, Devgn burst onto the scene in Phool Aur Kaante, performing the now-iconic stunt of balancing in a split between two moving motorcycles, a moment that became etched in Bollywood history and cemented his status as a self-made action icon.

Conceptualised to be intentionally absurd, deeply nostalgic, and unapologetically over the top, the film has been crafted as a cultural flashpoint that captures the meme-driven spirit of this generation. The Instamart Quick India Movement film opens with Ajay Devgn making a striking entry, hair fluttering in the wind, declaring with trademark intensity: “Jo mujhe chahiye, abhi chahiye. Main kisi ke saamne haath nahin failata.” Backed by a playful score “I just splitttt”, the camera pulls back to reveal his iconic split. This time, however, it’s not on motorcycles but on everyday essentials: a speaker under one leg and a water jug under the other, which then transform into a ladder, toys, and more, reflecting the pace of India’s evolving needs. As the visuals unfold, Devgn’s voiceover cuts through: “Instamart Quick India Movement — Sale starts 19th September. Daud ke discount lega India.”

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!"