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Time of India

Shera delivers protection, love and 10-minute rakhis in new Instamart's ad

Instamart , India's pioneering quick commerce platform , has released a new quirky and humorous campaign that reimagines sibling love through the lens of India's most popular bodyguard- ' Shera Bhai '. Whether it's holding back a rickshaw, stopping a schoolboy's prank, silencing an obnoxious moviegoer, or negotiating better rates at a tailor's, Shera is the dependable force who ensures no harm comes to the women he silently protects. Kickstarting with the line 'Main Shera. Bhai ki raksha karta hoon,' Shera becomes the quintessential elder brother figure. But come Raksha Bandhan , he finds himself caught in an unexpected twist, 'Par Raksha Bandhan pe, those without bros mujhe bhai bana lete hai' he says, as rakhis magically begin appearing on his wrist in stop-motion animation. The narrative flows through a series of familiar, everyday settings — from school corridors and movie theatres to street-side vendors and neighbourhood tailors — with each moment building up to women proudly declaring, 'Mera Bhai,' as they claim Shera their own. Mayur Hola , vice president - brand marketing, Swiggy, said, "This collaboration was destined to happen, and now it's finally here. With ' Shera Bhai ,' we didn't just want a character; we wanted a vibe — someone who grabs you snacks at midnight, stands up for you without drama and offers that quiet comfort we often take for granted. Much like Instamart's silent convenience when you need it most.' In a charming post-credit scene, Shera gets a call titled 'Bhai Calling' and responds with his now-iconic signoff: '10-minute mein aa raha hu.' The digital film is now live across key social platforms , including YouTube, Instagram, X and LinkedIn. Additionally, the platform is launching the bot, an AI-powered feature that allows users to design personalised, AI-generated Rakhis directly on the app, making it easier for siblings separated by distance to celebrate their bond in a meaningful and customised way. Watch the video here: View this post on Instagram A post shared by Instamart (@instamart)