Swiggy’s Gold Delivery Campaign Captures Public Imagination
In a move that has taken both customers and the internet by surprise, Swiggy Instamart announced gold delivery services ahead of Akshaya Tritiya 2025, triggering a storm of reactions on social media. The campaign, which involves delivering gold coins to customers’ doorsteps with armed security escorts and high-security lockers, has been widely shared online. One viral video features a Swiggy delivery executive navigating traffic with a security guard riding pillion, armed with a baton and clutching a small secure locker, stirring both amusement and intrigue among viewers.
Swiggy Instamart launched gold delivery services ahead of Akshaya Tritiya 2025.
A viral video showed a delivery agent with a security guard and locker, triggering online frenzy.
Social media users were amused by the ‘Z+ security’ treatment for gold deliveries.
Swiggy Leverages Humor and Virality in Real-Time Response
The brand leaned into the viral campaign with humorous responses across platforms. In reply to a user who questioned the spectacle, Swiggy posted: “Real gold delivery karne ke liye real security chahiye bro,” adding levity and charm to the campaign’s narrative. Swiggy also shared the viral footage in its Instagram Stories, further fueling public engagement. Another user’s sarcastic disbelief — “Gold? Really?” — was met with Swiggy’s witty response: “Delivering sona in every kona kona”, a pun highlighting their pan-India service and clever brand voice.
Swiggy’s humorous response, “Real security for real gold,” gained traction online.
The company reposted viral videos and memes to amplify brand visibility.
Creative responses like “Delivering sona in every kona kona” helped reinforce the campaign’s national reach.
Certified Gold and Silver Coins Now Available on Instamart
Swiggy Instamart confirmed that the gold being delivered is certified and hallmarked, available through a strategic partnership with Kalyan Jewellers. Customers can now order gold and silver coins of varying denominations — 0.5 gram and 1 gram gold coins, as well as 5 gram, 10 gram, and 20 gram silver coins — directly through the app. Each product comes with official certification, decorative motifs, and the assurance of authenticity. The initiative aims to capitalize on festive-season demand and boost consumer trust in quick commerce platforms for high-value purchases.
Gold and silver coins from Kalyan Jewellers are available on Swiggy Instamart.
Options include 0.5g and 1g gold coins, and 5g to 20g silver coins.
Coins are hallmarked, certified, and include decorative designs.
Swiggy Taps Into Festive Commerce Trends with Strategic Brand Partnerships
Swiggy Instamart’s CEO, Amitesh Jha, explained the rationale behind the offering, stating that the collaboration with Kalyan Jewellers aligns with the evolving festive shopping behavior of Indian consumers. With more users turning to quick commerce platforms for traditional and high-value purchases, the move reflects Swiggy’s strategic intent to expand beyond groceries. Jha highlighted that the company wants to make certified festive products like gold coins as accessible and convenient as grocery items, enhancing customer trust and diversifying product offerings on the app.
CEO Amitesh Jha emphasized that quick commerce is evolving to include traditional purchases.
The tie-up with Kalyan Jewellers was timed ahead of Akshaya Tritiya to meet festive demand.
Swiggy aims to make trusted, high-value purchases as seamless as daily essentials.
