Swiggy takes to the 'social internet' via print and OOH for #WITASA

View the work conceptualised by Talented here

Oct 13, 2022 09:25:00 AM | Article | Campaign India Team

Swiggy has rolled out a contest 'why is this a Swiggy ad' (WITASA) through which it gives its users an opportunity to win Rs 1 lakh worth of Swiggy Money.
 
The contest has been rolled out through OOH across Bengaluru, Mumbai and New Delhi on 13 October, as well as a print advertisement on the front page of The Times of India in Bengaluru and New Delhi (on 14 October).
 
 
The OOH campaign for the contest features the 'Swiggy uncle' out of space, awaiting his Swiggy delivery from 'Crypto Curry'. Users have been asked to share their theories about why they think it's a Swiggy ad, with the best ones winning the prize money. Users can post their theories in written form or shoot a video. The campaign website is designed to help participants explore each element in detail and unlock a clue that will help them crack it. 
 
In a conversation with Campaign India, Prashant Gopalakrishnan, founding partner, Talented, said, "We want all of you to find out what the idea of the campaign is. What’s going on in this visual? Is this space? Who’s that man getting a delivery… from a drone? Is that the totem from Inception in the corner? So, is this a dream? Wait - what’s on his laptop? He’s ordered from Crypto Curry? Is that even a real restaurant? Is that India lit up during Diwali in the background? Who are those tiny people in the corner - are they the clue? And is there a meteor headed towards them? As Douglas Adams, the OG sci-fi king said, it’s not about finding the right answer. It’s about asking the right questions. In our case - the question is simple: Why is this a Swiggy Ad?"
 
Responding to a query about whether print ads can only catch the attention of readers when they're innovations, he said, "It’s true now more than ever that ‘print’ is no longer ‘print’ but a print-led viral opportunity. The best outdoor, similarly, is an OOH-led viral opportunity. At Talented, a phrase we keep repeating to ourselves consistently is that great social ideas aren’t just those created on social - but simply whatever ends up on social. Whatever generates chatter on social. So while the face of #WITASA (why is this a Swiggy ad) is print and OOH led, it is very much an idea made for the social internet."
 
Ashish Lingamneni, head of brand, product marketing and sustainability, Swiggy, added, "For the nature of this campaign, high-visibility mediums like print and OOH are the right ones to get the internet to take it seriously. We evaluated media across metros and settled on those which are likely to give us the most eyeballs across Bengaluru, Delhi and Mumbai. The media mix on the internet leans more towards collaborations with creators who are trying to solve #WITASA like regular users, innovations on Swiggy’s platforms including the Swiggy app, and attempts at organic traction on platforms like Omegle and Reddit. More on that as the campaign unfolds!"