MUMBAI, INDIA – In a striking blend of nostalgia and novelty, BigBasket has unveiled a new advertising campaign that finally unites Bollywood royalty Karisma and Kareena Kapoor on screen for the first time. Conceptualised by creative agency Talented, the campaign marks a pivotal moment in the evolution of BigBasket’s brand communication, bringing a fresh cultural resonance to the brand’s promise of 10 minute grocery delivery.
The campaign features three sharply crafted 20 second films, each serving as a love letter to iconic moments in the Kapoor sisters’ storied film careers. One film playfully revisits a tongue twister from Kareena’s cult classics, while another showcases Karisma’s memorable dance moves and a charming double role reminiscent of her 90s avatars. The third and most unexpected, brings the sisters together in song sans post-production dubbing proving that even advertising can push stars into uncharted creative territory.
Karisma & Kareena Kapoor said, “Revisiting some of our iconic avatars together was joyfully nostalgic. Rarely do we feature in the script. We can shake a leg, but singing was a new experiment for us! 20 second ads are nothing like movies, we too are challenged with ‘quick deliveries’ in our performance.”
On the creative approach, Raagaleena Sripada, Marketing Head at BigBasket Retail, said “Our partnership with Karisma and Kareena Kapoor marks a strategic step in evolving BigBasket’s communication. The objective was clear: to drive home the message that BigBasket now delivers groceries in just 10 minutes. The Kapoor sisters bring relatability that helps us connect with a wide and diverse consumer base, while reinforcing the speed, ease, and reliability of our service.”
Aarushi Periwal and Krisha Kakad, Creative and Brand Strategy at Talented, adds “Karisma and Kareena don’t just live in our memories, they are part of our GIFs, our stickers, our Saturday night dance moves, our favorite one-liners. Casting them together felt less like a creative decision and more like unlocking something that was waiting to happen. We wrapped BigBasket’s 10-minute delivery promise in shared nostalgia, let the sisters step back into their iconic roles we have loved them in, and reimagined moments that still make us smile. What emerged was 20 seconds that stayed with you much longer.”
The Kapoor sisters will continue to appear on digital and TV screens, with a fourth film featuring the duo set to release later this year.The campaign films are produced by First December Films and directed by Siddarth Sen, whose storytelling brought warmth and charm to this nostalgia-driven concept.
