Esha Deol turns Sunny Deol’s “Dhaai Kilo Ka Haath” into a Raksha Bandhan gag in Instamart campaign, watch

Esha Deol is revisiting a memorable piece of Bollywood nostalgia this Raksha Bandhan with Instamart’s latest festive campaign, titled ‘Dhaai Kilo Ki Rakhi’.

The campaign takes inspiration from the iconic “dhaai kilo ka haath” dialogue and gives it a playful sibling-centric twist.

The campaign film begins with Esha referencing the famous dialogue before introducing a wild-haired professor who attempts to explain why her brother’s hand appears to carry so much weight.

The humorous sequence turns the idea into a mock scientific experiment called “Thermo-Dhaai-Namics”.

The professor uses X-rays, a blackboard equation and a pulley experiment to demonstrate the unusual weight of the giant hand.

The experiment pits it against several forces and objects, including the Earth, Shukra, Shani and even a tank of water.

Each attempt ends with the hand tipping the scale.

The equation finally finds its solution when a rakhi matching the hand’s supposed weight arrives.

Dubbed the “dhaai kilo ki rakhi”, it is delivered by an Instamart executive, bringing the professor’s elaborate experiment to an end.

The campaign also includes a festive return-gift offer.

Customers who purchase an eligible rakhi through Instamart can receive a complimentary 10-gram silver voucher from Kalyan Jewellers.

The offer is available across multiple cities, subject to availability and applicable terms and conditions.

View this post on Instagram A post shared by Instamart (@instamart) Speaking about the campaign, Mayur Hola, Head of Brand, Swiggy, said, “Over the last few years, we’ve enjoyed using pop culture to put a playful spin on Raksha Bandhan, from ‘Rakhi with Rakhi’ to ‘Shera Bhai’, and now ‘Dhaai Kilo Ki Rakhi’.

Each year, we look for a cultural moment that people instantly recognise and reimagine it through the lens of the sibling relationship.