Instamart turned a social media exchange with cricketer Rinku Singh into a multi-platform campaign around the launch of the Apple iPhone 18 Pro series, building on an internet meme associated with the cricketer. The quick-commerce platform said the campaign generated more than 4.5 million views on X within 15 hours of going live and over 10 million views on Instagram.
The interaction began when Instamart posted on X: “If Rinku Singh doesn’t reply to this tweet, we’ll make this cover.” Singh responded by quoting the post and asking the brand to go ahead with the cover while sending him “one or two iPhones”.
The exchange drew on a long-running social media joke around Singh’s jawline, which has featured in memes shared by fans. Instamart used the reference to build its communication around the iPhone launch, extending the initial interaction into a series of posts across X and Instagram.
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Following Singh’s response, Instamart changed its display picture and bio across its social profiles to continue the conversation beyond the original post. The brand said the campaign subsequently reached the top of X’s sports, entertainment, news and explore sections.
The interaction later moved to Instagram, where Singh shared a carousel in collaboration with Instamart, writing, “New phone installed, @instamart thank you.” Instamart responded in the comments with “Jabda fan sir”, continuing the reference to the meme.
The following day, Instamart returned to the original X exchange with a static creative showing the phone cover as “SOLD OUT”, extending the joke around Singh’s initial request.
The exchange also prompted reactions from users on X, with some describing the execution as “generational marketing” and commenting on the unexpected collaboration. Other users joined the conversation with references to the original meme and requests for phones of their own.
What began as a brief interaction on X thus developed into a cross-platform social media activation, with Instamart carrying the conversation through profile changes, follow-up creatives and an Instagram collaboration with Singh.
The campaign coincided with Instamart listing the Apple iPhone 18 Pro series on its platform for instant delivery.
