19 October 2026: What happens when a request for Diwali sweets turns into hundreds of unexpected cash-on-delivery deliveries? For Madurai-based creator Veeramani, it became a viral internet moment, with netizens using his shared address to send a barrage of COD orders. His reactions to the relentless deliveries soon became the latest “pata hai kya hua iske saath?” moment across social media, drawing attention from the internet and news platforms alike.
Instamart joined the conversation with a twist that brought the story full circle: this time, Veeramani would receive deliveries he wouldn’t have to return. As part of its Quick India Movement Sale campaign, Instamart surprised the creator with a curated assortment of products from its home and electronics categories, turning an internet prank into a rewarding experience.
Within 22 hours of going live, the campaign garnered over 25 Million views on Instagram, generating further conversation around Veeramani’s now-viral delivery saga.
Audiences joined in with memes, comments and reactions as the story took an unexpected turn, with the brand’s intervention adding a new chapter to a moment the internet was already following.
Social media reactions :
https://www.instagram.com/p/DemLQOwDTJq/?psln=ZmNucXg5c3o4NWNu
https://www.instagram.com/p/DemHKtWBu1Z/?hl=en
https://www.instagram.com/reel/DemFQ6syTU2/?exln=MTUwOTlqYTF1bDRvdA==
https://www.instagram.com/reel/Del7uBNA4bS/?cplk=ZXE3cmNrMHJ0aDAz
https://www.instagram.com/p/DemDcIwjSTh/?mdxt=MW10OHNoOThnM2cyaQ==
https://www.instagram.com/p/Del8V5XBc7f/?psln=aGQ2czAzcHZwOHcy
https://www.instagram.com/reel/DemMEqxgBTL/?psln=ZzMzZGQ0c2NycHo=
What began as a request for Diwali sweets quickly grew into a larger social media conversation. By stepping into a story audiences were already invested in, Instamart found a way to participate in the cultural moment without interrupting its organic momentum.
With a simple, self-aware idea- ‘no returns this time’, Instamart turned a familiar internet joke into a timely brand moment, giving Veeramani a delivery story with a rather different ending. The activation was conceptualised and executed in collaboration with Lesssgo.