Instamart turns to Bollywood nostalgic love for 'Phools in Love'

Ahead of Valentine’s Day, Instamart’s public installation uses flowers, nostalgia, and real people to explore what love looks like across generations, identities, and moments

by e4m Staff
Published: Feb 8, 2026 2:00 PM | 2 min read

Instamart, Bollywood, Valentine's Day, Swiggy

What happens when you place two oversized flowers on a public bench and let people interpret the moment for themselves? This Valentine’s Day, Instamart set out to find the answer with Phools in Love, a public installation in Bandra, Mumbai.

Instamart invited unsuspecting couples, families, and passersby to sit, react, and imagine. What unfolded were honest, unfiltered expressions of love, tender, awkward, playful, and deeply personal. The film has gone viral, clocking nearly 4 million views within 12 hours of going live, driven by strong organic traction across social platforms.

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Participants were surprised with Valentine’s Day gifts such as flowers, chocolates, teddies, and thoughtful little tokens, delivered almost as instantly as the emotion itself. Through Phools in Love, Instamart positions itself as the brand that shows up in those small, fleeting moments, ensuring the right gesture reaches at the right time, especially when love strikes last minute.

Commenting on the campaign, Mayur Hola, Head of Brand – Swiggy, said, “Romance in India has never been about spelling everything out. It’s always lived in suggestion, in old Bollywood frames where two flowers could say more than words ever could. With Phools in Love, we wanted to recreate that feeling in the real world today and capture how people interpret love in their own way. Turns out, not much has changed in the way we express love. And Instamart’s role is simple - to make sure the right gesture arrives when it matters most.”