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<ul><li><keyword id="9731725" type="General" weightage="20" keywordseo="swiggy-instamart" source="Orion">Swiggy Instamart</keyword>’s new TVCs give a modern twist to iconic ads from yesteryears.</li><li>The campaign conceptualized by Lowe Lintas aims to evoke a sense of <keyword id="6463276" type="General" weightage="20" keywordseo="nostalgia" source="Orion">nostalgia</keyword> for Swiggy’s express grocery delivery service.</li></ul> Swiggy, India’s leading on demand delivery platform, has launched a series of new television commercials (TVCs) and digital videos for its grocery delivery service, Instamart. Using clever retakes on some of the most iconic ads from the last two decades, the TVCs illustrate plausible use-cases for the Instamart<br />service and highlight its super-quick delivery time of 15-30 minutes.<br /><br />The 90s and the 00s are regarded by many as the golden age of Indian advertising – an era of transitioning to ads that reflected the changes in India’s socio-economic landscape and the mindset of its people. Many ads made during this period were transcendently memorable for their subtle humour, catchy jingles, clever storytelling, and relatable characters, and they continue to evoke a sense of nostalgia even today. Swiggy has tried to revive those memories and imbue them with an “Instamart twist”.<br /><br />One of Instamart TVCs that has gone live has a hilarious take on ‘kya aapke toothpaste mein namak hai?’ that we are all well aware of. It features an old lady being annoyed on realizing that she has run out of salt to go with her fries. Soon after, a reporter pops up asking if there is salt in her toothpaste. The old lady gets further frustrated due to the absence of salt on her table, let alone in her toothpaste. Quickly enough a Swiggy delivery partner arrives with a salt packet in hand, while a voice-over plays in the background, “Need salt instantly? Use Swiggy Instamart. Groceries and more, delivered in 15-30 minutes!”  <div type="Youtube" id="_j5z5rLU62g" title="Swiggy Instamart - Groceries delivered in 15-30mins" thumbUrl="https://i.ytimg.com/vi/_j5z5rLU62g/mqdefault.jpg"></div><br />The second TVC that went live recently has a similar quirky take on the popular duo who go into a daze every time they take a bite of a chocolate bar. The commercial shows the goofy twins in the familiar setting of a tailor shop wherein they ask the tailor to shorten the length of a trouser. To pass time, they dig into their pockets looking for their favourite chocolate bar but only manage to come up with empty wrappers. As they stand staring at each other, a female Swiggy delivery partner calls out to them offering the much desired chocolate bars as the voice-over plays in the background “Need chocolatesinstantly? use Swiggy Instamart.… once again managing to tickle our funny bones while reiterating that Swiggy instamart is always there to fulfill your grocery needs.<br />  <div type="Youtube" id="NL7mq7kFLt8" title="Swiggy Instamart - Groceries delivered in 15-30mins" thumbUrl="https://i.ytimg.com/vi/NL7mq7kFLt8/mqdefault.jpg"></div><br />Ashish Lingamneni, Head of Brand at Swiggy, said, “Swiggy is committed to bringing convenience to consumers’ doorstep and has pioneered the quick commerce model for instant delivery of groceries and essentials for the time-pressed urban consumer. As an advertiser, we love being at the intersection of entertaining viewers while also showcasing how our services add value to their lives. Our latest Instamart ads do just that while driving home the point that, no matter what the situation, you can rely on Instamart to provide for your grocery needs, be it a packet of salt or a bar of chocolate to satiate your late-night cravings.”<br /><br />“Launching a new product in the grocery delivery space – one that is inundated by so many strong players was a real challenge. So we decided to grab eyeballs with a unique idea – by riding on the nostalgia of some beloved ads and giving it a humorous twist. The objective was to deliver Swiggy Instamart’s message in a novel format, one that would stick out as an enjoyable, entertaining piece of communication. It’s no surprise that the creative team had a riot revisiting old ads and marrying them with our offering – all as an ode to the classics," said <keyword id="491609" type="General" weightage="20" keywordseo="puneet-kapoor" source="Orion">Puneet Kapoor</keyword>, Regional Creative Officer, <keyword id="12262939" type="General" weightage="20" keywordseo="lowe-lintas-bangalore" source="Orion">Lowe Lintas - Bangalore</keyword>.<br /><br />Swiggy’s TVCs have become widely popular among viewers owing to their fun and relatable nature, especially in the wake of the success of the hugely popular IPL-themed TVCs. Staying true to Swiggy’s style of short, wacky, but impactful commercials, the new 20-second TVCs are peppered with humor and a generous dose of nostalgia.<br /><br />The TVCs are being aired in English, Bengali, Kannada, Tamil, Telugu and Marathi across general entertainment channels meant for sports, English movies, Hindi movies, Hindi music, and more. They are also available on Swiggy’s digital channels.<br />

Swiggy Instamart reimagines 5 Star's Ramesh Suresh and Colgate's 'Kya aapke toothpaste mein namak hai' ads

<ul><li>Armed with a cookbook that splits in half, a ‘made-for-earpods,’ Spotify recipe podcast for couples, and timecodes to split YouTube recipes -- <keyword id="9731725" type="PERSON" weightage="20" keywordseo="swiggy-instamart">Swiggy Instamart</keyword> is simplifying <keyword id="11085606" type="UNKNOWN" weightage="20" keywordseo="kitchen-equality">kitchen equality</keyword> like never before.</li><li>The campaign is conceptualised and executed by <keyword id="2805202" type="COMPANY" weightage="20" keywordseo="Dentsu-Webchutney">Dentsu Webchutney</keyword>.</li></ul>Swiggy Instamart with Dentsu Webchutney launched #TheBetterHalfCookbook in February and disrupted a nearly two-thousand-year-old way of cooking with a unique idea to make kitchens equal: cooking together. <br /><br />The Better Half cookbook gave partners an equal responsibility to split the recipe and cook the meal. Each partner has to follow only their side of the instructions to see their meal come together, together.<br /><br />    <div type="Youtube" id="KCevjAO4KGQ" title="The Better Half Cookbook by Swiggy Instamart" thumbUrl="https://i.ytimg.com/vi/KCevjAO4KGQ/mqdefault.jpg"></div><br />So far, the cookbooks were available for customers in only Bengaluru and Gurugram, cities where Swiggy Instamart, the grocery delivery service, is currently operational.<br /><br />While #TheBetterHalfCookbook was just the start to making cooking more equal, and faster, Swiggy gave the internet a taste, an eye, and an ear for equality. <br /><br />They have now introduced the most innovative way to use a podcast to promote kitchen equality, giving the world an all-new way to listen to recipes. Called “The Better Half Earpodcast”- this unique format (nicknamed ‘.we’ files to promote sharing) enables two homechefs to listen to their side of the instruction by splitting their earpods. Each earpod plays only one side of the instructions to cook the recipe with your better half in just half the time.<br /><br />Gurbaksh Singh and GD Prasad, Chief Innovation Officer &amp; VP- Account Management, Dentsu Webchutney said: “The idea of splitting the recipe goes across mediums. We’re proud to be the first brand worldwide to innovate using earpods- through the ‘The Better Half Earpodcast’. We hacked how a single audio file can disperse sound across two speakers simultaneously- giving a seamless real-time cooking experience for two people together, through a single file on Spotify.”<br /><br /><strong>YouTube recipes, now made progressive</strong><br />Instamart isn’t paying food influencers the big bucks to promote this new way of recipe writing, instead, they’re busy fixing every food influencer’s old recipes! Like the user that comments the ‘lyrics’ to a song, Instamart is also leaving a comment on the most trending recipes video across YouTube- rewriting the recipe for ‘two people to cook it together’. Including those of Nisha Madhuika, Ranveer Brar, Kunal Kapur, and Pooja Dhingra among others, proving that any recipe can be better half’d if you’re ready to cook with your better half. From baked sev puri, jute leaf fritters, Korean street sandwich to honey garlic shrimp.<br />    <div type="Youtube" id="weWKswuEnQA" title="Sprouts Poha Recipe | वजन कम करने वाला हेल्दी नाश्ता | Poha Recipe | Sprouts Recipe | Kabitaskitcen" thumbUrl="https://i.ytimg.com/vi/weWKswuEnQA/mqdefault.jpg"></div><br />Shikha Gupta, Creative Director, Swiggy, impresses on us that the comments aren’t a paid partnership. “It’s possible for you to be a fan of a brand, even if it’s not possible to be a customer right now. Even though Instamart isn’t operational outside Bengaluru and Gurgaon, the idea of ‘cooking together’ deserves to be practised across India, and the world. Introducing audiences outside our core markets to these recipes is a selfless act, with long term bets: one we’re very proud of.”<br /><br />“There are multiple ways of using influencers. You don’t just need them to promote your idea. Sometimes, if your idea is worth it- you could use it to promote their content too. By simply leaving a comment, we’re being less intrusive- and giving users the option to cook their favorite recipes (that they’re already watching)- in a progressive way. Like dishes have a meat/vegetarian/vegan version… our aim is for every recipe on the internet to have a ‘Better Half’ version. And we’re getting there… one book, one podcast &amp; one comment at a time,” says PG Aditiya, NCD, Dentsu Webchutney. <br /><br />A genius way of leveraging food influencers and their clout, this move is big on platform insight, zero on budget. Are we now seeing the newest trend in recipes &amp; food writing? Only time will tell.<br />

A podcast, a recipe book and YouTube timecodes split in half, here's how Swiggy Instamart is trying to make cooking a shared, more equal experience

<ul><li><keyword id="6358977" type="General" weightage="100" keywordseo="swiggy" source="Orion">Swiggy</keyword> wants to you spend more time with your four legged companions and leave your errands on them.</li><li>Conceptualised and produced by <keyword id="3101007" type="General" weightage="20" keywordseo="lowe-lintas-bangalore" source="Orion">Lowe Lintas Bangalore</keyword>, the campaign aims to promote Swiggy's membership service.</li></ul> Swiggy has launched a multi-film digital campaign showcasing its new membership program – <keyword id="12582902" type="General" weightage="80" keywordseo="swiggy-one" source="Orion">Swiggy ONE</keyword>. Conceptualised by <keyword id="274876" type="General" weightage="20" keywordseo="lowe-lintas" source="Orion">Lowe Lintas</keyword> Bangalore, the campaign highlights how members can avail multiple benefits including free deliveries and extra discounts on restaurants, Instamart and Genie orders through the Swiggy ONE membership.<br /><br />The campaign films produced by Lintas C:EX highlight various scenarios in the protagonists’ life through their pets’ point of view showcasing a shift before and after availing the Swiggy ONE membership. One film shows a cat’s point of view and how much ‘me time’ the cat gets at home while her owner runs errands outdoors; the other film shows a dog’s disappointment on how his owner is never home as he’s constantly making grocery store runs to stock up. Both the scenarios end with the protagonists being able to stay home more, thanks to their membership with Swiggy ONE for all their needs.<br /><br />   <div type="Youtube" id="4GSXJDWjKnA" title="Swiggy One - One membership, unlimited convenience" thumbUrl="https://i.ytimg.com/vi/4GSXJDWjKnA/mqdefault.jpg"></div>  <div type="Youtube" id="GvvqZGDIr_0" title="Swiggy One - One membership, unlimited convenience" thumbUrl="https://i.ytimg.com/vi/GvvqZGDIr_0/mqdefault.jpg"></div><br />Ashish Lingamneni, Head of Brand, Swiggy said, “While the Swiggy ONE membership programme offers benefits and discounts across Swiggy’s services, it was important to showcase the fact that Swiggy is truly enabling convenience to consumers through its offerings. Through this campaign, the team at Lowe Lintas, have beautifully depicted how Swiggy ONE can bring convenience to the consumer’s doorstep, freeing their time for their loved ones, be it their family or beloved furry pets.”<br /><br />Talking about the campaign, Sagar Kapoor, Chief Creative Officer, Lowe Lintas said: “The idea was to showcase how SWIGGY ONE members get to spend more time with their loved ones. But we didn’t want to show it in a cliché way. The product itself is so different and not like regular membership services. So, it wasn’t about price differentiation or services offered. SWIGGY ONE is everything SWIGGY be it Instamart, restaurants, Genie and anything else that comes from the SWIGGY stable. So, while multiplicity was at the heart of the communication the medium to communicate it was something we experimented on.”<br /><br />With Swiggy now offering services beyond food delivery, the brand has extended benefits to its customers of Instamart and Genie as well through Swiggy ONE.<br /><br />The films are live on digital platforms.<br />

Swiggy's latest campaign showcases how your pets would react to you spending more time with them

<ul><li><keyword id="3008659" type="General" weightage="100" keywordseo="havas-media-group-india" source="Orion">Havas Media Group India</keyword> registers a strong Q3.</li><li>Wins Ambuja Cement, Bira91, Campus Shoes, Dr. Reddy’s, Realme, and Swiggy Instamart.</li></ul>After garnering the highest growth rate amongst Indian media agency networks in 2020 (35%, Recma June 2020), <keyword id="2778410" type="General" weightage="80" keywordseo="havas-media-group" source="Orion">Havas Media Group</keyword> India is inching towards closing yet another successful year. In the third quarter of 2021, Havas Media Group India has added new businesses worth Rs 750+ crore. <br /><br />The new business wins include some of the marquee brands, namely, Ambuja Cement, Bira91, Campus Shoes, De Beers Forevermark, Dr. Reddy’s, and Realme. One of the biggest clients of Havas Media Group India, Swiggy, has further consolidated its association with the network by giving the media mandate of Swiggy Instamart. <br /><br />The growth is firmly affixed to the principles of constant evolution, agility, and offering the most differentiated and future-ready products and tool-suites. Havas Media Group India is committed to building brands and clients' businesses through Meaningful Media and strategy. <br /><br /><keyword id="1193084" type="General" weightage="20" keywordseo="rana-barua" source="Orion">Rana Barua</keyword>, Group CEO, <keyword id="7001513" type="General" weightage="20" keywordseo="havas-group-india" source="Orion">Havas Group India</keyword> said, “Over the last two years, <keyword id="1825444" type="General" weightage="20" keywordseo="havas-group" source="Orion">Havas Group</keyword> India has displayed some phenomenal growth, in terms of new client acquisitions – some of them have been really esteemed ones. We have built our expertise through acquisitions, strengthened our teams through exceptional hiring of talent, and elevated the cultural and organizational shift. This has clearly set us apart from the competition and it's evident in our growth story. I am glad that the vision with which we set out to achieve has culminated into an outstanding momentum for the network. I’m also extremely delighted with all my colleagues at Havas Media, Creative and all our group companies for showing such resilience and commitment during such volatile times." <br /><br />Mohit Joshi, CEO, Havas Media Group India said, "Since 2019 we have been on the journey of creating the most evolved media agency network in India. We renewed our focus on upskilling and strengthening our strategy and business teams. As a result, investors, fund managers and marketers have put us in the big league. The testimony is also in the quarter-on-quarter growth despite the tough market conditions."<br />

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Swiggy Instamart reimagines 5 Star's Ramesh Suresh and Colgate's 'Kya aapke toothpaste mein namak hai' ads

BI India Partner

A podcast, a recipe book and YouTube timecodes split in half, here's how Swiggy Instamart is trying to make cooking a shared, more equal experience

BI India Partner

Swiggy's latest campaign showcases how your pets would react to you spending more time with them

BI India Partner

Havas Media Group India adds new businesses worth Rs 750+ crore in Q3

BI India Partner

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