~ Instamart turns Rinku Singh’s jawline meme and an iPhone dare into a multi-platform jabda joke — 4.5M X views, 10M on Instagram ~
Mumbai, September 2026: Instamart has turned a two-line X exchange with cricketer Rinku Singh into a real-time social campaign around the Apple iPhone 18 Pro launch on its quick-commerce platform — complete with a cheeky phone-cover threat, a DP takeover, and a “sold out” punchline.
The spark was simple: Instamart posted that if Rinku did not reply, it would launch a cover featuring his famously meme’d jawline. Rinku quote-tweeted back — go ahead, just send one or two iPhones. The brand kept the banter alive with profile and bio takeovers, then answered with a static marking the cover “SOLD OUT”.
The thread jumped to Instagram, where Rinku posted a carousel thanking Instamart for the new phone. The brand’s reply — “Jabda fan sir” — closed the loop on a joke that has lived in fan culture for years, now folded into launch-day commerce.
Within 15 hours, the campaign crossed 4.5 million views on X, trending across sports, entertainment, news and explore, and racked up more than 10 million views on Instagram. Netizens called the collab “generational marketing” and meme-worthy in equal measure.
Marketing take: The best launch-day stunts borrow culture already in circulation. Instamart did not invent the jabda joke — it invited Rinku into it, let him ask for phones, and converted the dare into proof that iPhone 18 Pro can land in minutes.
