Instamart, India’s leading quick commerce platform, elevated Durga Pujo celebrations this year with its innovative InstaUllulympics, inspired by the traditional “ullu-ullu” cheers that resonate across pandals. The platform hosted a live game at Singhi Pandal, challenging participants to maintain their “ullu-ullu” chants across five levels, unlocking festive gifts ranging from sweets and sarees to premium brass and silver items. The longer the cheer, the higher the rewards, blending tradition with Instamart’s promise of delivering festive essentials in just 10 minutes.
For those unable to visit Singhi Pandal, Instamart launched the InstaUllulympics on its app for Kolkata users. Participants could engage by activating mic access, chanting longer to scroll through the festive catalogue and win exclusive goodies, including VIP pandal passes. Instamart also localized its Pujo offerings, featuring Dhunuchi, Sankha Pola Noya sets, and traditional Bengali sarees, ensuring shoppers had everything needed for a complete celebration.
Kolkata shoppers have traditionally led festive demand, with last year’s Pujo seeing high orders for Indian sweets, cooking essentials, and pooja accessories. This year, the city again embraced Instamart’s offerings enthusiastically, reflecting the local market’s appetite for convenience combined with tradition. Mayur Hola, Head of Brand Marketing at Swiggy, said, “InstaUllulympics made Pujo shopping quick, delightful, and entertaining, capturing the true spirit of the festival.”
