Gold rush at the lake Viral videos from Hyderabad’s Hussain Sagar Lake spark chatter online

If your social media feed this week showed people digging frantically by a city lake, you weren’t alone. Videos from Hyderabad’s Hussain Sagar Lake, featuring crowds with spades hunting for Kalyan Jewellers gold coins, have gone viral, leaving the internet amused.

The on-ground activity, organized by quick commerce platform Instamart, executed in collaboration with MOMS, transformed a section of the city’s most photographed lakefront into what many online users dubbed a “mini gold rush”. Clips of participants digging through a mud-filled pit for hidden coins have racked up views across platforms, with reactions ranging from “only in Hyderabad” to “this is oddly satisfying”.

The initiative coincides with the rollout of a ‘Gold Price Lock’ feature on Instamart, which allows users to secure the prevailing gold rate between April 10 and April 16, and complete their purchase later during Akshaya Tritiya, traditionally considered an auspicious occasion for buying gold.

As part of the campaign, a large pit filled with concealed gold coins was set up at the venue, with participants encouraged to dig and try their luck. The interactive format saw enthusiastic participation, with crowds forming throughout the day and many capturing the rush on their phones. The activation, titled ‘Gold Diggers’, was playful. Those who did not find gold coins were met with the message: “Lock gold price today and buy on Akshaya Tritiya with Instamart.” One user playfully said “It was hilarious watching adults act like kids and trust me the commitment was… Impressive”.

India remains one of the largest consumers of gold globally, with demand typically peaking around Akshaya Tritiya. According to the World Gold Council, the occasion accounts for significant seasonal purchases each year, with nearly 25–30 tonnes bought during the festival alone.

The ‘Gold Price Lock’ feature will remain available on the Instamart platform until April 16, in the run-up to the festival later this month.