During the re-conducted NEET examination held on Sunday at select examination centres in Delhi, Instamart teams were seen distributing free cups of yogurt and sugar to students arriving for the test. The gesture quickly drew attention on social media platforms, where a video of the activity began circulating widely.
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The distribution campaign referenced a long-standing cultural belief in India, where consuming yogurt and sugar before an important task or examination is considered auspicious and a symbol of good luck. Instamart leveraged this tradition to extend wishes to students appearing for the examination, positioning the initiative as a gesture of encouragement rather than a conventional advertisement.
Following the viral spread of the video, social media users reacted with mixed opinions. Many described the campaign as “next-level marketing,” praising the brand for identifying a culturally relevant moment to engage with students. Others commented that the initiative helped create a more positive environment at a time when news surrounding the examination had been largely dominated by stress and controversy. Remarks such as “better than the government,” “strong marketing strategy,” and “nice gesture” were widely seen in the comment sections.
The video, originally shared on Instagram, has garnered more than 48,500 likes along with thousands of shares and comments. Its continued circulation indicates sustained public interest even days after the examination concluded.
In a year marked by repeated controversies surrounding the NEET examination, Instamart’s approach of using a culturally rooted gesture instead of a traditional advertisement has stood out significantly. The campaign has become a widely discussed example of modern promotional strategy intersecting with social sentiment, maintaining its visibility across digital platforms long after the event itself.
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