How Blinkit, Zepto and Swiggy Instamart Won Hearts With Speed and Star Power?

Quick Commerce platforms have transformed how India shops by delivering groceries and essentials in minutes. But it’s not just speed that sets them apart. In this blog, we've talked about how these brands have created memorable campaigns that connect with everyday consumers using celebrities!

The Rise of Quick Commerce in India

Quick commerce, or q-commerce, is changing how people shop in India. It offers fast delivery of items like groceries, medicines, and personal care products, often within 10 to 30 minutes. This model fits well with the needs of urban consumers who want things quickly and conveniently.

Major players such as Blinkit, Zepto, Swiggy Instamart, and BigBasket have expanded rapidly, investing in technology and infrastructure to meet this demand. They use AI-driven inventory systems and strategically located dark stores to ensure quick deliveries.

According to a report by Reuters, as of 2024, India's quick commerce market is valued at approximately $3.34 billion and is projected to reach $9.95 billion by 2029, growing at a compound annual growth rate (CAGR) of 76% . Major players such as Blinkit, Zepto, Swiggy Instamart, and BigBasket are investing heavily in technology and infrastructure to meet this demand.

Despite its growth, quick commerce faces challenges. High operational costs and low customer willingness to pay delivery fees have kept many companies unprofitable. Analysts suggest that the sector needs 60 million active users ordering twice weekly to reach a $30 billion market.

In short, quick commerce is rapidly transforming India's retail landscape by meeting the demand for fast and convenient shopping. Before we understand how celebrities benefit quick commerce businesses, let’s understand the key differences between quick and traditional e-commerce businesses. 

Do You Want to Promote Your Quick Commerce Business With Celebrity Endorsements?

How Quick Commerce is Different From Traditional E-Commerce?

Quick commerce is changing how people shop by making fast deliveries a top priority. Unlike traditional e-commerce, it focuses on speed, smaller orders, and local delivery to meet everyday needs.

Here's a comparison table highlighting the key differences between Quick Commerce and Traditional E-Commerce in India:

The Need for Speed: Delivering in Minutes

In India, the demand for rapid delivery is reshaping how people shop. Quick commerce platforms like Blinkit, Zepto, and Swiggy Instamart are meeting this need by delivering essentials within minutes. This speed isn't just convenient; it's becoming a key factor in customer satisfaction, especially in cities where time is tight and expectations are high.

To achieve such swift deliveries, these companies use dark stores which are small warehouses located close to customers. These stores stock high-demand items and are strategically placed to reduce delivery times. Efficient logistics, including optimized routes and real-time inventory tracking, further ensure that orders reach customers quickly. 

These developments show that speed is not just a luxury but a necessity in today's market. As more consumers prioritize quick deliveries, companies that can meet these expectations are likely to gain a competitive edge.

How Can Celebrity Endorsements Help Quick Commerce Businesses in India?

Celebrity endorsements have become a powerful tool for quick commerce businesses in India. By associating with popular figures, these platforms can enhance brand visibility, build trust, and connect with a broader audience. Here are five strategies that quick commerce companies can employ to use celebrity collaborations effectively:

1. Aligning with Regional Celebrities for Localized Appeal

India's diverse cultural landscape means that regional celebrities often have a strong influence in their respective areas. Quick commerce platforms can partner with these local stars to create targeted campaigns that resonate with specific communities. For instance, collaborating with a popular Tamil actor for promotions in Tamil Nadu can lead to increased engagement and trust among local consumers.

2. Utilizing Social Media for Authentic Engagement

Celebrities have a significant presence on social media platforms like Instagram, Twitter, and Facebook. Quick commerce businesses can tap into this by having celebrities share their experiences with the platform, post unboxing videos, or showcase their favorite products. This approach not only reaches a vast audience but also adds a layer of authenticity to the promotion.

3. Creating Short-Form Video Content

Short-form videos, such as those on Instagram Reels or YouTube Shorts, are highly engaging and shareable. Quick commerce platforms can collaborate with celebrities to produce entertaining and informative short videos that highlight the speed and convenience of their services. These videos can go viral, significantly boosting brand awareness.

4. Engaging in Cause-Related Marketing

Partnering with celebrities for social causes can enhance a brand's image and demonstrate corporate responsibility. For example, a quick commerce platform could work with a celebrity to promote eco-friendly packaging or support local farmers. Such initiatives can foster goodwill and strengthen the emotional connection with consumers.

5. Hosting Interactive Online Events

Interactive online events, such as live Q&A sessions or virtual meet-and-greets with celebrities, can create buzz and attract a large audience. Quick commerce platforms can organize these events to showcase new features, share behind-the-scenes content, or launch exclusive deals. This strategy not only promotes the brand but also encourages real-time engagement with potential customers.

By implementing these strategies, quick commerce businesses can effectively use celebrity endorsements to enhance their brand presence, connect with diverse audiences, and drive growth in a competitive market.

Top 3 Quick Commerce Platforms Endorsed by Celebrities

1. Zepto x Akshay Kumar - The Super Saver Campaign

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Zepto's SuperSaver campaign, launched in March 2025, featured Bollywood actor Akshay Kumar to promote the platform's value-driven offerings. The campaign's tagline, "Prices itne low, ek baar dekh toh loh," highlighted the low prices available on Zepto. In the advertisement, Kumar's comedic style, reminiscent of his roles in films like Hera Pheri and Welcome, was used to engage viewers and convey the message of affordability. 

The campaign was broadcast across multiple platforms, including TV, YouTube, and Meta, and was also featured during the Champions Trophy finals, ensuring wide visibility. By leveraging Kumar's widespread appeal, Zepto aimed to enhance brand recognition and attract cost-conscious consumers across India.

2. Swiggy Instamart x Karishma Kapoor - Sona Kitna Sona Hai

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Swiggy Instamart’s “Sona Kitna Sona Hai” campaign, launched for Dhanteras 2024, featured Bollywood actor Karisma Kapoor revisiting her iconic 90s song from Hero No. 1. 

In the ad, she dances to the familiar tune, only to be interrupted by a director who humorously replaces the word “sona” (gold) with rhyming words like “rona” (crying) and “dhona” (washing), highlighting that the gold has already been delivered via Swiggy Instamart. This playful twist emphasized the platform’s promise to deliver gold coins and other festive items within 10 minutes. 

By tapping into nostalgia and Kapoor’s enduring charm, Swiggy Instamart effectively captured consumer attention and reinforced its commitment to quick and convenient festive shopping.

3. Big Basket x Virat Kohli - 10 minutes means _?

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BigBasket’s “10 minutes means _?” campaign, launched in April 2025, featured cricketer Virat Kohli and his Royal Challengers Bengaluru (RCB) teammates. The ad creatively used the Kannada word “andre” (meaning “means”) to highlight Bengaluru's culture. 

In the ad, players respond to prompts like “Chilling, andre?” with local references such as “Cubbon Park.” The sequence concludes with comedian Danish Sait, as Mr. Nags, delivering the punchline: “10 minutes andre, BigBasket.” 

By using Kohli's popularity and RCB's strong local fanbase, BigBasket aimed to boost brand visibility and emphasize its quick delivery promise. The campaign was part of a broader partnership with RCB during the IPL 2025 season, reinforcing BigBasket's commitment to speed and reliability in the quick commerce sector.

Competitive Landscape and Market Share 

Note: These figures are industry estimates and can vary based on region and seasonal demand. 

Do You Want a Famous Star to Promote Your Quick Commerce Business?

Looking to boost your quick commerce brand's visibility? Partnering with a celebrity can be a game-changer. In India, celebrities hold significant sway over consumer behavior, making them powerful allies in marketing campaigns.

Celebrity endorsements can help you stand out in a competitive market and connect with your target audience more effectively.

Ready to explore this opportunity? Reach out to us to find the right celebrity partner for your brand.