Link to the campaign: https://www.instagram.com/reel/DeR1z_vs5lh/
Dolly Chaiwala, the Nagpur-based tea vendor who shot to fame on social media for his flamboyant tea-making style, has traded his familiar tapri for a barber’s chair in a new campaign by Instamart and Lifelong.
Called “Dolly’s Saloon”, the quirky pop-up in Gurugram features Dolly giving customers unconventional haircuts, including styles inspired by tapri glasses, while a Lifelong Tea Pot prepares chai alongside the haircutting station.
The activation brings together two everyday rituals — drinking chai and getting a haircut — in an unconventional setting, using humour and creator-led storytelling to draw attention to Lifelong’s latest product.
The campaign promotes Lifelong’s 500 ml stainless steel Tea Pot, a self-stirring appliance designed to prevent milk from boiling over, simplifying the process of making tea. The product is available on Instamart, which offers instant delivery.
The campaign has also prompted reactions on social media, with users commenting, “kya chalra hai ye” and “Ye kis line mein aa gaye Dolly bhai”, reflecting the surprise generated by Dolly’s latest avatar.
The activation is part of Instamart’s broader ‘Switch’ proposition, which encourages consumers to move beyond habitual choices and explore alternative products across everyday categories. Through the campaign’s call to action, ‘Switch to Smart Chai Maker’, the brands aim to position the Lifelong Tea Pot as a convenient alternative for preparing chai.
By combining a familiar internet personality with an unexpected setting, the campaign uses a visual, humour-led approach to showcase the product and engage consumers.
