As the Indian Premier League ( IPL) made its much-awaited return on September 19, Live cricket action and food ordering are going hand in hand in many Indian households. The excitement could not be controlled by food distribution brands, since a big hike in orders was on the way. One such benefactor was Swiggy, one of India’s leading platforms for food distribution. During the IPL, unforgettable ad campaigns have been rolled out over the last three years.
In the run-up to the IPL event, food chains began curating exclusive menus, options of ready-to-eat, and cocktail packages. They also had slashed the costs and explore deeper alliances to attract consumers with online aggregators.
We see the comeback of the ‘gulab jamun’ uncle in the new Swiggy commercial, who has done his best to hide his Swiggy orders from his wife for the last two years. And, of course, the unforgettable voice-overs of Harsha Bhogle and Aakash Chopra as commentators.
Swiggy said in a press release that to make the ad relatable and the viewer feel connected, they deliberately used the same storyline, barriers, and theme. The only plot twist in the latest ad was that the angry wife was now happy, which just reveals how individuals are more positive now when buying food online.
In other two ads, we see a funny neighborhood fight between directors Tigmanshu Dhulia and Hansal Mehta. The scene for two of these advertisements is set in an apartment building, with neighbors Dhulia and Mehta debating how Swiggy orders food from crores of people. The 15-20-second advertisements adopt a straightforward plot in line with Swiggy ‘s trademark theme, with short dialogues and fitting commentaries that cut right to the chase.
Swiggy has developed a good relationship with cricket over the last three years with its associated advertising and match day mania deals, said Srivats TS, VP marketing at Swiggy. He added that there is a lot of enthusiasm for the much-awaited cricketing event underway as people plan to cheer their chosen teams and relive some of their most memorable moments followed by their favorite meal.
This year, our initiative continues on the format we have developed over the years, with brief storylines describing common daily events, thus smashing food ordering myths. We are pleased that in recent months, crores of Indians have encountered Swiggy in 500-plus towns, and continue to appreciate the option and convenience offered to them at their doorstep.
