Swiggy delivers gold coins with security guard; internet dubs it ‘z-insecurity’ | WATCH

Bengaluru: Swiggy Instamart’s latest Akshaya Tritiya campaign has gone viral for all the unexpected reasons. What was meant to promote the delivery of gold coins in collaboration with Kalyan Jewellers has turned into a social media spectacle, with netizens humorously dubbing the campaign a "Z-insecurity” operation.

A video showing a Swiggy Instamart delivery executive riding a bike, accompanied by a uniformed security guard holding a mini-locker and a baton, has caught widespread attention online. The locker prominently displayed the Instamart branding, and the entire scene mimicked a high-security convoy, prompting both amusement and concern among viewers.

The delivery, apparently part of a marketing campaign for Akshaya Tritiya, was meant to highlight the platform’s new service allowing customers to order gold and silver coins through the app. Coins can be ordered in select quantities – gold ranging from 0.5g to 1g and silver from 5g to 20g – with home delivery available in over 100 cities across India.

Swiggy Instamart addressed the viral video on Instagram Stories, responding to a user’s question, “What is happening?” with, “To deliver real gold, you need real security, bro.” The lighthearted response, however, didn’t stop social media users from poking fun at the over-the-top presentation.

One user commented, “If you do it like this, everyone knows it’s gold. Just put it in a grocery bag and no one would guess!” Another wrote, “Definitely security looks heavy,” while a third joked, “Z-insecurity.”

Others were more critical of the idea, warning that such visible displays might make delivery agents a target. “This makes it easy for a thief to steal. Make more such videos and you’ll guide them directly,” one comment read. Another added, “Without security, this would’ve actually been safer.”

The campaign, while unconventional, has undoubtedly captured attention. Whether it boosts sales or raises further eyebrows remains to be seen. Swiggy, in its official statement, confirmed that the gold and silver delivery service is not a one-off initiative and will continue to be available year-round.

With Akshaya Tritiya being a traditional time for buying precious metals in India, the campaign aimed to merge culture with convenience. The internet, however, seems divided on whether it was a hit or a miss.