Swiggy Instamart has plans for Rakhi, the celebrity and the festival. In its latest campaign for Raksha Bandhan, the quick commerce app has partnered with the iconic and eponymous Rakhi Sawant.

In a video titled “We got Rakhi wishing happy rakhi before rakhi,” the actor and reality TV star looks back wistfully at her younger days when she was full of promise. She shows pictures of her being part of drama and dance troupes when she was a child.  

With a look of regret, she explains that despite donning many roles and trying her best to impress people, no one remembers her on the day of “Rakhi” or Raksha Bandhan. Eyes brimming with tears, Rakhi looks away. Cut to an upbeat Rakhi telling viewers that Swiggy Instamart has reached out to her for a Raksha Bandhan collaboration.

As part of the campaign, Rakhi will team up with Swiggy Instamart to design “rakhis” and deliver customised Raksha Bandhan messages. “Is saal mujhe bhi apni khushiyon mein shamil kar lo. Main bhi toh…aapki sister hu na (Let me be a part of your happiness this year. I too am your sister, am I not?),” she says.  

After enduring years of controversy and trolling, Rakhi has been seeing a renaissance on social media – a Rakhi-ssance, if you will. She has evolved into a pap favourite and social media darling all thanks to her endearing personality that has grown on people. Her down-to-earth personality, honesty penchant for double entendres and histrionics and the capacity to not take herself seriously have made her stand out in a sea of haughty celebrities. 

This is reflected in the mostly positive comment section of the video.

“Rakhi deserves all the happiness button,” said one user.

“Nice to see her in good light and out of controversies,” wrote another.

“Rakhi couldn’t have been more real than this,” a user commented.

“SWIGGYYYYY yaarr ?? BEST collab ever thank you for taking Rakhi for this,” read another.

Analee Cerejo, a social media influencer best known for her accurate Rakhi Sawant impersonation, also expressed her joy for the actor: “Love it!! The OG @rakhisawant2511”

 Some are even excited about Rakhi's new innings as a brand ambassador after years of being the butt of jokes.