MxMIndia

Tag: Swiggy Instamart

  • Created by JCDecaux, the company which operates the ad space at Blr airport

    And also for Swiggy Instamart

    Swiggy Instamart, the quick commerce delivery platform, has taken its ‘Yeh Se Leke Woh Tak’ campaign a notch higher with an out-of-home (OOH) activation. This ongoing campaign, featuring cricket icon Rohit Sharma, positions Swiggy Instamart as the ultimate ‘Sab Milega’ (everything) store, showcasing its ability to deliver any item imaginable to your doorstep in just 10 minutes. This is at Kempegowda International Airport at Bengalur where passengers make their way to the baggage claim area.

    JCDecaux, which holds the advertising rights at the Bengaluru airport, conceptualised and executed this activity in collaboration with authorities at BAIL.

    Said Mayur Hola, VP – Brand, Swiggy: “We kicked off the ‘Yeh se leke woh tak’ campaign with Rohit Sharma earlier this month to showcase our extensive assortment at Swiggy Instamart. Our intention with the airport activation was to surprise and delight travellers by showcasing our swift service, turning an ordinary moment into a delightful and engaging experience, much like ordering on Swiggy Instamart. Meanwhile, our hoardings with Rohit Sharma highlight the extensive range of products available on Swiggy Instamart, emphasizing our commitment to delivering convenience and variety in just minutes.”

  • Helps fathers save the day with the #SuperPapa Campaign

    Swiggy Instamart unveils new TVC

    Swiggy Instamart, the grocery delivery platform, has launched its latest campaign, ‘#SuperPapa’. Centered around the theme “Go from papa to super papa in 10 minutes,” the campaign featuring an endearing father-daughter duo exemplifies Swiggy Instamart’s commitment to delivering unparalleled convenience to every consumer in every situation.

    Said Aparna Giridhar, VP, Marketing, Swiggy:”Raising a child can bring curveballs, making the parent the default fixer. This campaign embodies how Swiggy Instamart has parents’ backs no matter what the sudden ask. Swiggy is known for capturing everyday, relatable, slice-of-life situations and this campaign, capturing moments between a father and his teenage daughter is no different. With home needs across 30+ categories delivered in 10 minutes, Swiggy Instamart is his saviour, elevating him to a “super papa” in the eyes of his daughter.”

  • Conceptualised and executed by Havas Media Tribes

    Swiggy Instamart launches new OOH campaign

    Swiggy Instamart has launched a new OOH campaign to promote the concept of eleventh-hour gifting. The campaign is conceptualised and executed by Havas Media Tribes.

    To gain maximum visibility and engage consumers in a memorable way, these installations were strategically placed at Worldmark 2, Gurugram and the Bandstand at Bandra, Mumbai.

    Talking about the innovation, Aparna Giridhar, VP – Marketing, Swiggy, said: “During such occasions, the challenge is to consistently distinguish ourselves with a disruptive concept and push the boundaries. With this Valentine’s Day campaign, we marked a paradigm shift in how we approach festive marketing.  Swiggy and Havas Media Tribes team worked in close collaboration in identifying and precisely tapping into customer sentiments, making this campaign a success.”

    Added Uday Mohan, Managing Director, Havas Media India: “As we strategically placed these interactive installations in high-traffic areas, Swiggy Instamart’s Valentine’s Day campaign redefined moment marketing. We seized this opportunity to captivate audiences by offering a distinctive fusion of convenience and romance, thereby reaffirming the brand’s dedication to customer satisfaction.”

  • Vikas Mehta turns his weekly spotlight on Dream 11, Cred, Swiggy Instamart, Fogg, the AC ads and the ad we though Mr B had shunned

    A Dream Turning Predictable

     

     

    By Vikas Mehta

     

    Vikas MehtaThe IPL is becoming predictable now. Mumbai Indians have lost another match, their sixth loss in a row. Sunrisers Hyderabad have won another match, their fourth win in a row. SKY Yadav and Dinesh Karthik continue to score consistently, at a good clip, though one is doing consistently for a losing cause and the other for a winning cause. Y Chahal and T Natarajan continue to take wickets, while J Unadkat and T Mills continue to be carted around.

     

    And the same is true for the IPL ads. Most of them are predictable and their repetitiveness is also irritating. Cred has some interesting takes on Nirma’s Deepikaji, Antakshari’s Anu Kapoor as well as Vick’s Action 500 haan bhai haan. I also think the ads are taking off on the concept of hammering in the brand name, in this case Cred bounty, as was the case in the 70s. But for someone watching the IPL almost on a daily basis, the repetitiveness of the ad is grating.

     

    Sadly, the same is seeming to be true for the Dream 11 ads. The concept of one doesn’t dream alone has become too trite. Starting with Rohit Sharma, Pant; now with Ashwin, Hardik and Dhawan joining the bandwagon, the only thing new is to guess who could be that benefactor. It also seems a bit unbelievable that all these stars met these unknown good men. The question that comes to my mind is where are these people now? Did the stars look for them? Did they help them out? Or is it just a figment of imagination? Will we see some follow up ads? Or will this be forgotten after a few days?

     

    Last evening, CSK predictably lost once again. And breaking the predictable trend are series of ads for two brands. One, is Swiggy Instamart. I am not getting into the debate of the righteousness of 10-20 minutes delivery and the risk it involves for the delivery staff, for I think the better debate would be if we need such quick deliveries. But the brand has illustrated the promise of fast delivery without getting into the exactitude of time, brilliantly. Be it the husband who is planning to watch matches with his friends while the wife is away or the husband who has an excuse to eat junk food but the quick arrival of healthy vegetables and fruits thwart the plan. Or indeed the ad where a friend refuses to share a packet of chips with his friend as another packet arrives almost instantaneously.

     

    The second is the series of Fogg ads. Initially, I almost missed them. Interestingly, the brand is targeting men without actually featuring any men in the ad. It’s from the viewpoint of the opposite sex who find certain men very irresistible but balk when they are told that these men do not use any deo. With market penetration of deos in India as low as 15-20%, it’s no wonder that the market leader has taken up the task of increasing penetration as it will benefit the leader. And what better way to do that than by showing that women are not too sure about men who do not use deos. It may well fall into the Dream 11 trap of predictability but currently I am enjoying the women viewpoint.

     

    With summer at its peak, AC advertising is also at its peak. But, I am not finding any distinct piece of communication. Panasonic, Voltas, Blue Star, Godrej, BPL, Kelvinator are repeating the same old benefits of pure air, efficient cooling in high temperature, less electricity consumption. So predictable that my head cannot distinguish one brand from the other.

     

    Did I mention BPL and Kelvinator? Well, these old brands seemed to have resurfaced. I thought they belonged to history. But looks like they still have some signs of life. The question is, who are these brands talking to. The elderly millennial who had seen the brands in their childhood and can indulge in nostalgia? Or the younger millennial, for whom the brand is as good as a new unknown brand? Selling durables is not child’s play as it means investment not only in new technology but also in distribution and after sales service. It will be interesting to watch how this plays out. Kelvinator also has an ad for refrigerators and no, it’s not about the coolest one. Didn’t get it? I guess you are not an older millennial!

     

    Interestingly, while Mr Bachchan claimed to have been unaware of the surrogate nature of the Kamla Pasand ad that he did along with Ranveer Singh and had reportedly returned the advertisers cheque, he continues to appear in its ads in various avtaars. I hope, for his sake that the returned cheque was returned back to him. Or it was a PR gimmick hand in glove with the advertiser? Definitely unpredictable. Unlike the Vimal ad, where predictably a third star, Akshay Kumar, has joined the other two, Ajay Devgn and Shah Rukh Khan in London. Will a fourth one join soon? Can you predict who will it be?

     

  • For mass visibility and track effectiveness by mapping coordinates of the sites to the orders

    Havas Tribes rolls out OOH campaign for Swiggy Instamart

    By Our Staff

     

    Havas Media Tribes, the strategic partnership between Havas Media Group India and the Tribes Group, has rolled out a high decibel OOH campaign for Swiggy Instamar, a longstanding client of Havas Media Group.

     

    Said Ashish Lingamneni, Head of Brand, Swiggy: “With Instamart now present in 19 cities, the overwhelming response we are receiving for this instant grocery delivery service is a testament to our mission to bring unparalleled convenience to our consumers. As part of our 360-degree marketing campaign, we used OOH as a key lever to promote Swiggy Instamart’s proposition. Havas Media Tribes has been instrumental in identifying the right locations across cities while maximising our reach and visibility. We have received a lot of positive response for this campaign”

     

    Added Gour Gupta, CEO & MD, Tribes Group: “The strategic alliance with Havas Media Group India is an exciting partnership that gives us an opportunity to create meaningful campaigns for marquee clients in this competitive environment. The objective of this campaign is not just mass visibility but also tracking the effectiveness by mapping the coordinates of the sites to the orders received in that region. We created a plan basis Instamart’s serviceability area, wherein the coordinates of each site were checked and selected precisely. The execution by the team was seamless and was no mean feat, given the logistical challenges involved.”

     

    Said Saurabh Jain, Managing Partner – South, Havas Media said: “The Havas Media Group and Tribes strategic alliance reinforces Havas’s operating system of MX, that empowers our clients with tools to build more meaningful media experiences. For a disruptor brand like Swiggy, we had to take the high road, a category leadership stance in the post-lockdown world, by launching this high-impact and meaningful OOH campaign.”