In a move that blends star power with an emotional rewind, BigBasket has unveiled its latest campaign — and it’s turning heads for more than one reason. For the first time ever, Bollywood icons and real-life sisters Karisma Kapoor and Kareena Kapoor Khan share the screen, brought together under one creative vision by the agency Talented.
This isn’t just an ad. It’s a carefully crafted moment that taps into nostalgia, sisterhood, and the shared love for everyday rituals that bring families closer — like grocery shopping.
At its heart, the campaign isn’t about fame alone. Instead, it leans into the idea that some things never change — the joy of shopping together, playful banter in the aisles, and shared nostalgia around family traditions. Through the Kapoor sisters, BigBasket reawakens viewers’ own childhood memories of shopping trips with siblings or parents.
Shot in warm, familiar settings — think bustling kitchens and relaxed living rooms — the ad uses humor, natural chemistry, and genuine affection to remind audiences that grocery shopping isn’t just a task; it’s often a memory in the making.
Despite decades in the film industry, Karisma and Kareena had never appeared together in a commercial before. BigBasket’s campaign marks their on-screen debut as brand ambassadors, making it a cultural milestone as well as a marketing move.
The sisters’ dynamic — part teasing, part tender — resonates with millions who’ve grown up watching them individually but never together. It’s this blend of novelty and nostalgia that gives the campaign its standout appeal.
The campaign was conceptualized and executed by Talented, a creative agency known for turning simple product narratives into deeply relatable moments. Instead of focusing solely on BigBasket’s features — such as delivery speed, variety, or discounts — Talented rooted the story in everyday life: the conversations that happen over meal prep, the quiet laughs, and the shared taste in favorite ingredients.
It’s a departure from transactional messaging, and it positions BigBasket as a brand that celebrates togetherness rather than just efficiency.
The power of nostalgia in 2025 marketing
In an era where audiences increasingly tune out repetitive, offer-heavy ads, nostalgia has emerged as a powerful connector. By pairing it with authentic celebrity storytelling, BigBasket taps into both memory and aspiration — making grocery shopping feel not only convenient but emotionally rewarding.
What this means for BigBasket
This campaign helps BigBasket:
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Reinforce its role as a trusted household companion, not just an app
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Expand its reach among audiences who grew up watching the Kapoor sisters
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Stand out in a highly competitive online grocery market dominated by price wars and flash sales
While the Kapoor sisters’ first-ever collaboration has sparked headlines, the campaign’s real triumph is subtler: showing that groceries can be about love, laughter, and lasting bonds. In doing so, BigBasket transforms a routine activity into an experience to be cherished.
