<ul><li>The food delivery platform has launched 6 new TVCs that have a refreshing take on everyday Indian meals</li><li>Conceptualized in partnership with Lowe Lintas, the ad campaign focuses on how consumers can complement their favorite food made at home with food they love ordered on Swiggy to elevate their meals</li></ul>Swiggy has launched a series of television commercials and digital videos, that are reflective of the evolving food culture in Indian homes. <br /><br />With a tagline ‘Ghar Ka Khaana, Saath Mein Thoda Swiggy!’, the platform aims to target consumers who like their home-cooked meals but also look to add an exciting element that complements their routine. <br /><br />Conceptualized in partnership with Lowe Lintas, the ad campaign focuses on how consumers can complement their favorite food made at home with food they love ordered on Swiggy to elevate their meals.<br /><br />Srivats TS- VP Marketing at Swiggy says, “Swiggy’s TVCs have consistently communicated to consumers in extremely relatable ways. As a category creator, we have taken consumers through an entire food-ordering journey through our ads. From our ‘What a delivery’ IPL ads to the ‘Swiggy Karo Phir Jo Chahe Karo’ campaigns, we’ve broken the clutter of discount-focused ads. The ‘Ghar ka Khaana, Saath Mein Thoda Swiggy!’, the campaign is all about celebrating your meals with your family while adding the Swiggy touch with an extra something- be it an extra dish, side dish or desserts. It is a perfect vehicle to blend an age-old tradition with new ones.”<br /><br />“As Indians, we all love home-made food. That said, there are myriad combinations and add-ons to our dishes that can enhance the overall meal experience. That’s where Swiggy comes in. To order that one extra delight. As always, we have ensured we have a slice of life food moments that are relatable yet nuanced,” says Sagar Kapoor, Chief Creative Officer, Lowe Lintas<br /><br />Apart from Hindi, the TVCs will be filmed and aired in languages such as Bengali, Kannada, Malayalam, Tamil, Telugu and Marathi across General Entertainment Channels (Hindi and regional) such as Sports Channels, English Movies, Hindi movies, Hindi Music etc. The campaign will also run on Swiggy’s digital channels.<br />

Home-made food is incomplete without an order from Swiggy, says its latest ad

<br /><ul><li><strong>Fitness platform <keyword id="2698623" type="PERSON" weightage="20" keywordseo="HealthifyMe">HealthifyMe</keyword> has partnered with <keyword id="6358977" type="UNKNOWN" weightage="20" keywordseo="swiggy">Swiggy</keyword>, a food delivery startup to curate and deliver ‘FitPicks’ — listing restaurants that offer healthiest food.<br /></strong></li><li><strong>The collection, curated by dedicated nutritionists will offer food from over 700 restaurants that are partnered with Swiggy.<br /></strong></li><li><strong>The Fitpicks are rated on a health scoring algorithm that keeps a check on micronutrients in the restaurant menus.</strong></li></ul>Fitness platform HealthifyMe partnered with Swiggy, a food delivery startup to curate and deliver ‘FitPicks’ — listing restaurants that offer healthy food. <br /><br />Health-conscious users in Delhi, Gurgaon, Mumbai and Bangalore can benefit from this. The collection, curated by dedicated nutritionists will offer food from over 700 of Swigg’s partners. <br /><br />The Fitpicks are rated on a health scoring algorithm that keeps a check on micronutrients in the restaurant menus. “Only restaurants with predominantly healthy dishes find a place on the ‘FitPicks’ collection,” HealthifyMe said.<br /><br />The users can avail the option by clicking on the FitPicks banner on Swiggy. <br /><br />“We’ve had ‘healthy’ as a key filter on the app for many years now. With the Fitpick collection, we’re making it simpler for health-focused consumers to find the healthiest restaurants on the platform, especially curated by nutritionists and the health scoring algorithm at HealthifyMe.” said Srivats TS, VP Marketing at Swiggy.<br /><br />In a bid to woo its customers, the companies have rolled out ‘personalised diet plans’ for those ordering in January. “Consumers who place more than two orders from FitPicks before January 31 will also receive free access to HealthifyMe’s AI-powered personalised diet plan for a month,” the startup said.<br /><br />The development comes after the food aggregator found that there was a massive 249% surge in healthy food orders. This includes salads, keto and millet based dishes. The health and fitness app claims to have over 12 million users.<br /><br /><strong>See also:</strong><br /><a href="https://www.businessinsider.in/india/news/binge-watching-on-netflix-amazon-prime-and-hotstar-hit-indias-fitness-goals-in-2019/articleshow/73031437.cms">Binge watching on Netflix, Amazon Prime and Hotstar hit India's fitness goals in 2019</a><br /><br /><a href="https://www.businessinsider.in/healthifyme-indias-top-rated-healthapp-on-playstore-is-set-to-turn-profitable-this-year/articleshow/68900244.cms">This startup helping 9 million Indians lose weight may soon turn profitable</a><br /><br /><a href="https://www.businessinsider.in/business/startups/news/swiggy-invests-250-crore-to-set-up-1000-cloud-kitchens/articleshow/72138726.cms">Swiggy invests ₹250 crore to set up 1000 cloud kitchens</a><br />

Swiggy partners with HealthifyMe after its health-food orders rise by 249%

<ul><li>The Indian <keyword id="3105315" type="PERSON" weightage="20" keywordseo="Foodtech">foodtech</keyword> war has intensified after <keyword id="830092" type="COMPANY" weightage="20" keywordseo="Zomato">Zomato</keyword> acquired <keyword id="2960214" type="PERSON" weightage="20" keywordseo="ubereats">UberEats</keyword>. </li><li><keyword id="6358977" type="UNKNOWN" weightage="20" keywordseo="swiggy">Swiggy</keyword> has a smart strategy to win the race - staying away from excessive discounts to focus only on growth.</li><li>While the recent Zomato-Ubereats deal claims to have given Zomato a 55% market share, Swiggy has 60% revenue share with almost 45 million monthly transactions, sources told Business Insider. </li></ul>If you thought that the Indian foodtech war has ended with the<a href="https://www.businessinsider.in/business/startups/news/uber-couldnt-do-what-ola-did-instead-sells-ubereats-to-zomato-to-leave-behind-swiggy/articleshow/73468841.cms?src=hp_toon"> Zomato-UberEats acquisition</a>, think again. It has intensified the race to become India’s largest food delivery startup. <br /><br />This time around though, players might stay away from the price game. Swiggy in fact has a strategy - to stay away from excessive discounts and focus on growth. <br /><br />Recently, <a href="https://www.businessinsider.in/business/startups/news/swiggy-admits-that-online-prices-of-food-on-its-platform-are-higher-than-at-a-restaurant/articleshow/73509436.cms">Swiggy </a>made an unlikely admission on Twitter after a user asked if the menu prices were higher on the platform. The foodtech unicorn <a href="https://twitter.com/SwiggyCares/status/1219150220811894784?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1219150220811894784&amp;ref_url=https%3A%2F%2Fwww.livemint.com%2Fnews%2Findia%2Fswiggy-explains-why-its-online-food-price-might-be-higher-than-restaurant-rates-11579583470706.html">replied, </a>“The prices might be different online and offline as it is the sole discretion of the restaurant without any added input from our end.” <br /><br />It shows that Swiggy is not shy of charging for its services. “Our growth comes from having created the category and the trust the ecosystem has in what we’re offering. Discounts are a tactical lever and are something we’ve never relied on for growth,” Srivats TS, VP marketing of Swiggy, told Business Insider. <br /><br />Srivats added that the company’s focus has been on building different categories for consumers. Today, they have multiple offerings like – Swiggy Pop, affordable single serve offerings, Swiggy Access, the cloud kitchen service, Swiggy Stores and Swiggy Go. These categories traverse across food and grocery delivery.<br /><br />“As a result of all of this, we’ve become the most loved food delivery brand in the country and continue to strengthen our strong leadership position,” he said. <br /><br /><strong>Market share versus revenue market share </strong><br /><br />The recent Zomato-Ubereats deal claims to have given Swiggy’s closest competitor - Zomato - <a href="https://www.businessinsider.in/business/startups/news/uber-couldnt-do-what-ola-did-instead-sells-ubereats-to-zomato-to-leave-behind-swiggy/articleshow/73468841.cms">a 55% market share</a>. But sources told Business Insider that Swiggy still holds 60% revenue share with almost 45 million monthly transactions. <br /><br />“With respect to the user base and the partner restaurant base, there is a significant overlap between players. When the Zomato-Ubereats deal happened, the users from the order could have gone to Zomato or Swiggy. The fact that Zomato has access to the database of the users or that they are being redirected from the UberEats platform, does give Zomato an edge. Swiggy has a lead right now in terms of revenue share,” said Rohan Agarwal, Director, RedSeer. <br /><br />Zomato might still be discounting, but in a phased manner. In order to retain customers migrating out of UberEats, Zomato is also offering three months of Gold subscription – a feature which was in the <a href="https://www.businessinsider.in/zomato-gold-founder-deepinder-goyal-attacks-nrai-chief-beer-cafes-rahul-singh/articleshow/70787792.cms">middle of all controversies in 2019.</a><br /><br />In the second half of 2019, food aggregators like Zomato, Swiggy, EazyDiner found themselves in the middle of a turmoil with the National Restaurants Association of India calling them out for their discounts. The NRAI had then launched a logout movement against Zomato over its Gold offering and discounts. <br /><br /><strong>Emotional affinity over discounts </strong><br /><br />Swiggy however insists that even with its branding and communication, it has never driven home the message of discounts but has instead focussed on emotional affinity, resonance with consumers, and occasions.<br /><br />“Utilizing our high consumer engagement which is the best across ecommerce platforms in the country, higher revenue share within restaurants, increased penetration in Tier II and III markets, high repeat rates and capabilities to deliver convenience across the board puts us in a strategically advantageous position to become the convenience app of choice for consumers, making high growth rates for the company possible and sustainable,” said Srivats.<br /><br />Analysts too believe that the real race has only begun now. <br /><br />Agarwal said that in the pecking order, the gap has just narrowed down. “It remains for us to see how it pans out in the next couple of months. The perspective of this event is that this is going to drive the industry towards profitability. It’s easier when there are fewer players, especially when the competitive intensity is lower,” he said. <br /><br /><strong>SEE ALSO </strong><br /><a href="https://www.businessinsider.in/business/startups/news/uber-couldnt-do-what-ola-did-instead-sells-ubereats-to-zomato-to-leave-behind-swiggy/articleshow/73468841.cms">Uber couldn’t do what Ola did – instead joins hands with Zomato to leave behind Swiggy</a><br />

Swiggy says it's the most loved brand and doesn’t need discounts

<br /><ul><li><keyword id="6358977" type="UNKNOWN" weightage="20" keywordseo="swiggy">Swiggy</keyword>'s #VoiceofHunger <keyword id="819905" type="COMPANY" weightage="20" keywordseo="Instagram">Instagram</keyword> challenge garnered 150,000 entries within its first week.</li><li>In the challenge, users have to recreate certain shapes using the waveform of voice notes.</li><li>This is new for Instagram, a platform that is primarily visual and relies on heavily on photos. </li><li>The challenge also saw participation from influencers like Rohan Joshi, Shrishti Bansal and Ashish Chanchlani.</li></ul>Swiggy's new #VoiceofHunger challenge on Instagram doesn't conform to the platform's central photography approach by uses the voice note feature instead — and within a week, the challenge <a href="https://twitter.com/AdAgeIn/status/1115502105630928896?s=19">received</a> 150,000 entries. And, <a href="http://www.indiantelevision.com/mam/media-and-advertising/ad-campaigns/how-swiggy-witnessed-a-30-per-cent-rise-in-instagram-followers-in-no-time-190310">increased</a> Swiggy's follower count by 30%. <br /><br />Within the first half an hour of making the challenge live, Swiggy got more than 500 entries. And after the first 24 hours, Swiggy had <a href="https://www.exchange4media.com/marketing-news/swiggy-voice-of-hunger-challenge-on-instagram-gets-10000-entries-in-a-day-95018.html">received</a> close to 10,000 entries and increased their follower count by 2000 people.<br /><br />
  <div type="ExtQuote" text="Within half an hour of actually rolling the challenge, which was the #VoiceOfHunger challenge, we got at least 500 entries. That’s when we realised we have something big on our hands." auname="Srivats TS, Vice President of Marketing at Swiggy"></div>



<br />According to the vice president of marketing at Swiggy, Srivats TS, the challenge blew up a little bit more every time an influencer participated like Rohan Joshi, Ashish Chanchlani, or Shrishti Bansal.<br /><br />The Swiggy handle on Instagram even ended up getting <a href="http://www.indiantelevision.com/mam/media-and-advertising/ad-campaigns/how-swiggy-witnessed-a-30-per-cent-rise-in-instagram-followers-in-no-time-190310">blocked</a> four times over in the 5 days of the campaign.<br /><br />In this 5-part challenge, the food delivery service got customers to recreate the shape of foods like a Kebab Skewer, Nacho, and Pancakes using the waveform of a voice note.<br /><br />
  <div type="javascript" title="Instagram" contenttype=""><cdata><![CDATA[
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font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;"> View this post on Instagram</div></div><div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div></div><div style="margin-left: 8px;"> <div style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)"></div></div><div style="margin-left: auto;"> <div style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div></a> <p style=" margin:8px 0 0 0; padding:0 4px;"> <a href="https://www.instagram.com/p/BuTf_rLBqyp/?utm_source=ig_embed&amp;utm_medium=loading" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_blank">Wondering what this was? Not a typo for sure! It was our Voice of Hunger! Get ready for the #SwiggyVoiceOfHunger challenge. You just need to recreate food shapes through Instagram VOICE NOTES, to win a year worth of food vouchers! 1st challenge coming up tomorrow. Stay Tuned!</a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by <a href="https://www.instagram.com/swiggyindia/?utm_source=ig_embed&amp;utm_medium=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px;" target="_blank"> Swiggy</a> (@swiggyindia) on <time style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;" datetime="2019-02-25T12:25:58+00:00">Feb 25, 2019 at 4:25am PST</time></p></div></blockquote>
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<br />WhatsApp and Facebook also have the voice feature, but the difference is that instead of showing waveforms, they only let users play the recording.<br /><br /><strong>Making of the ‘#VoiceOfHunger' Challenge<br /></strong><br /><keyword id="7515548" type="UNKNOWN" weightage="20" keywordseo="Dentsu-Web-Chutney">Dentsu Web Chutney</keyword>, the digital agency behind the challenge, first saw the potential for their idea when they realised that voice notes could resemble different shapes. Their client services director, GD Prasad, then tried to see if he could do the same in his studio. <br /><br />But soon, he explains, “That's when I realised that Instagram's waveform itself is somewhat a simplified 
format of a regular wave form that you see in professional sound recordings and things like that.”<br /><br />
  <div type="ExtQuote" text="That's when we realised that there are certain hacks where you should say something or do something in order to create the right kind of shape." auname="GD Prasad, Client Services Director at Dentsu Web Chutney"></div>



<br />The social media team came up with the idea to use the voice note feature in a way that integrated technology that consumers were familiar with, according to the vice president of marketing at Swiggy, Srivats TS. <br /><br />
  <div type="ExtQuote" text="It was a big connect between the voice of hunger challenge and the technology as well. And, we felt ,if we were able to give enough colour to the idea, this be could be something that could potentially be a unique, memorable idea." auname="Srivats TS, Vice President of Marketing at Swiggy"></div>



<br />Digital campaigns on platforms like Twitter, Facebook or Instagram aren't uncommon. Instagram, in particular, is a visual medium that relies mostly on images. But, using Instagram for its voice notes opens a new paradigm for digital marketers to explore.<br /><br /><strong>See also:<br /></strong><a href="https://www.businessinsider.in/swiggy-and-zomato-are-being-targeted-for-misusing-dominant-position-in-a-petition-filed-with-indias-competition-watchdog/articleshow/67376953.cms">Swiggy and Zomato are being targeted for ‘misusing dominant position' in a petition filed with India's competition watchdog</a><br /><br /><a href="https://www.businessinsider.in/beware-zomato-and-swiggy-ubers-new-food-delivery-game-is-much-strategic-and-scalable/articleshow/58475722.cms">Beware Zomato and Swiggy, Uber's new food delivery game is much strategic and scalable</a><br /><br /><a href="https://www.businessinsider.in/milkbasket-strengthens-to-take-on-rivals-swiggy-and-bigbasket-acquires-veggie-india/articleshow/68590658.cms">Four years into the business, Milkbasket has acquired one-year-old startup Veggie India</a><br />

This food delivery startup has 150,000 Indians making crazy sounds on Instagram

<ul><li><keyword id="6358977" type="UNKNOWN" weightage="20" keywordseo="swiggy">Swiggy</keyword> delivered 1.5 million food orders in March only on cycles. </li><li>The maximum delivery partners in cycles were in Bangalore followed by Mumbai. </li><li>Swiggy is also piloting delivery through EVs. </li></ul>Indian delivery <keyword id="6362513" type="UNKNOWN" weightage="20" keywordseo="startups">startups</keyword> have been taking a turn towards “green” delivery by switching to <keyword id="6354973" type="UNKNOWN" weightage="20" keywordseo="electric-vehicles">electric vehicles</keyword> and cycles. <keyword id="3105315" type="PERSON" weightage="20" keywordseo="Foodtech">Foodtech</keyword> unicorn Swiggy introduced food delivery on cycles in 2017, and it seems to have finally taken off now. <br /><br />Swiggy reported that in March it delivered 1.5 million food orders on cycles. In tier 2 and 3 cities like Surat, Belgaum, Guwahati and Lucknow over 20% of Swiggy’s delivery partners use cycles for delivery. In India, 10,000 delivery partners use cycles, with maximum cyclists in Bangalore followed by Mumbai. <br /><br />“A couple of years back, we initiated concerted efforts to make millions of our deliveries more sustainable for the environment. With close to 10,000 delivery partners on cycles each day, we have found that in some of our cities, the average travel time for a delivery partner on cycles is even lesser than bikes or scooters,” said Srivats TS, VP, Marketing, Swiggy. <br /><br />Swiggy’s competitor Zomato too had introduced delivery through bicycles in February 2019. According to <a href="https://inc42.com/buzz/zomato-enrols-bicycles-e-bikes-for-delivery-in-12-cities/">reports</a>, Zomato had partnered with startups like Mobycy, Yulu, Zoomcar’s PEDL among others to start the delivery service. <br /><br /><strong>The next mile of delivery</strong><br /><br />For delivery startups, fast innovation is defining their stand in the industry. Swiggy is piloting the use of Electric Vehicles for its deliveries in 10 cities. Last year, Swiggy’s delivery partners in cities like Delhi and Lucknow carried out deliveries on e-rickshaws.<br /><br />The company’s official statement said that the adoption of EVs will reduce the running cost by 40%. <br /><br />Going one step ahead, Zomato had earlier <a href="https://www.thehindu.com/business/Industry/zomato-acquires-drone-delivery-startup-techeagle/article25671762.ece">acquired</a> drone startup TechEagle innovations. With this, the startup is reportedly testing delivery via drones. <br /><br />Meanwhile, logistics startup DOT which offers last mile delivery through e-vehicles has been ramping up its business and is also looking at a <a href="https://www.thehindubusinessline.com/economy/logistics/logistics-startup-dot-eyes-rs-365-crore-revenue-in-fy20/article26356832.ece">revenue </a>of ₹360 crore by 2020. <br /><br /><strong>See Also:</strong><br /><a href="https://www.businessinsider.in/ubers-ipo-filing-in-the-us-cites-ola-zomato-and-swiggy-as-threats-to-its-india-business/articleshow/68882407.cms">Uber’s IPO filing in the US cites Ola, Zomato, and Swiggy as threats to its India business</a><br /><a href="https://www.businessinsider.in/from-swiggy-vs-bigbasket-to-paytm-vs-bookmyshow-indian-startups-are-growing-by-becoming-rivals/articleshow/68351389.cms">Do Swiggy, OYO, and Paytm lack Silicon Valley’s planning and conviction?</a><br />

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Home-made food is incomplete without an order from Swiggy, says its latest ad

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This food delivery startup has 150,000 Indians making crazy sounds on Instagram

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Swiggy rides the green wave, delivers 1.5 million orders on cycles; electric vehicles are next

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