Swiggy at 5: How the app has delivered creative hits over the years

We take a look at the brand’s slice-of-life advertising approach

e4m by Misbaah Mansuri
Published: Aug 12, 2019 8:37 AM  | 4 min read

There are ads that help a brand fetch visibility. And then there are ads that change the fortune of a brand. The latter is the case with food-delivery platform Swiggy. It has carved a niche for itself by becoming an intelligent and dynamic brand that has created simple stories rooted in real consumer behaviour. As Swiggy turns five, we chat with the agency behind its creative success and chalk-out the most endearing spots by the brand and why they reign over the hearts of people.

 Where it all started

One of Swiggy’s best work came in during IPL 2018. The platform’s tongue-in-cheek campaigns with simple story lines and minimum dialogues became a rage. The best from the lot has to be the 20-second spot showing a middle-aged man order just one piece of gulab jamun from Swiggy and pop it in his mouth without his wife getting to know about it.

The ad has no dialogue between the characters but with endearing expressions from the actors and running commentary on TV during a cricket match, it sends across the message that the brand cares to deliver even the smallest order to their customers. The narrative focusing on how Swiggy brings convenience in the lives of the consumers through 'Swiggy Karo, Phir Jo Chahe Karo' thought hit the right spot.

Serving crackling creatives

The bright, creative stars MullenLowe Lintas Group, which is behind Swiggy’s advertising, decoded the secret sauce behind its advertising success.

According to Amer Jaleel, Group CCO and Chairman, MullenLowe Lintas Group, the draw lies in the fact that though Swiggy is a cult brand that has been carefully crafted, at its heart its stories are extremely endearing and rooted in the middle-class. “Swiggy’s ‘commentbaazi’ and it’s lensing of these stories are what makes the brand both cool and contemporary as well as quite classy. It’s the classic portrayal of Indianness, tongue firmly in cheek, observing with humour, never looking down on anyone, yet able to extract the innate cuteness of the situation. It never tries to be ‘young’ or ‘hip’ and there is an achievement there that we are most proud of,” Jaleel stated.

 Sagar Kapoor, CCO, Lowe Lintas asserted that as cricket is an integral part of entertainment in India and food is at the heart of all entertainment, the Swiggy IPL campaigns attempt to highlight the unbeaten partnership of food and cricket. “The IPL placement led to the device of the 'commentary'. The comment in each film added to the humour, while the situations (moments of truth) by themselves were cheeky creating adorable characters. It was the icing on the cake,” remarked Kapoor.

 Snackable spots

Continuing its creative spell, the brand kept rolling out short, relatable and witty spots. One commercial shows two roommates having an argument on who would cook ‘egg bhurji’ while the match is on. With neither showing any intentions of leaving the couch, they turn to Swiggy.

Another commercial shows two women complaining about their families ‘wasting time watching cricket’ as cricketers get all the fame and money and they get nothing in return, until the batsman hits a six and they quickly turn to Swiggy to cash in on the Swiggy Sixes discount.

The last commercial shows a couple. The husband has ‘mistakenly’ invited all his school friends over to watch the match, while he has only prepared a meal for two guests. As the whole group turns up, they turn to Swiggy for the unexpected guests.

Tugging at the heartstrings

Swiggy released a delivery partner-focused digital video, #WhatsInAName which caught the attention of netizens, who were all praises over how thoughtful the ad is and how the message is conveyed through it. The video drives home the message about how very often, albeit unknowingly, we tend to overlook the human element in our daily transactions with delivery partners. It showcases a flashback about the delivery partner’s name and juxtaposes it in the present day, wherein it has become a practice to address them simply as ‘Swiggy’.

Through Swiggy’s trademark understanding of consumers and delivery partners, it conveys a message that delivery partners, like each one of us, have a name and unique identity that they would like everybody to acknowledge. It received a lot of love on social media and has also led to people actually addressing the delivery partners with their names.

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