Swiggy has rolled out a campaign titled ‘Aap kiske saath dekhoge?’ (Whom will you watch it with?) for the 2022 IPL season. The brand is an official partner for Tata IPL this year.
Conceptualised by Brand David, the 20-second films highlight how Swiggy aims to provide instant food deliveries, groceries and other match day essentials.
The first film ‘food influencer dad’ features a family preparing to watch the IPL. The film depicts a social media-savvy father excitedly clicking selfies and tagging everyone from his Swiggy delivery partner to his family creating hashtags like #Foodbuddies and #Matchbuddies. As the family eventually settles down to watch the match, the father is shown thinking of another hashtag to go alongside the picture of his freshly delivered burger. As the son steals a quick bite before anyone else, he gives a #Delicious hashtag idea to his father for his social media post.
The second film ‘Shanti Instamart’ showcases a young father, who, in response to a colleague’s question on 'kal match kiske saath dekha?' (who did you watch the match with yesterday?) replies 'shanti ke saath' (with peace). The film ends with the young father reminiscing how he fulfilled his little daughter’s demands for her favourite snacks in minutes through Swiggy Instamart and watched the IPL match in peace.
The third film ‘husband-wife Instamart’ features a scenario in a married couple’s life. While heading out of town, the wife tells the husband to watch the IPL match with his friends. The husband says that he isn't in the mood and is sleepy. In a few minutes, she returns to collect her forgotten keys only to catch him red-handed receiving his Swiggy order of match time munchies. Not expecting the order to be delivered so quickly, a very red-faced husband quips 'Bahut jaldi aa jate ho yaar' (you came too soon, my friend) to the delivery partner.
The fourth film ‘friends non-veg' depicts a group of men watching the match together. The group is ordering non-veg food as there is an offer available during the course of the match. Looking at the others order non-veg, one of them slyly agrees to order non-vegetarian too and requests his friends to keep this intention of his hidden from his wife.
Ashish Lingamneni, head of brand, Swiggy, said, “By asking a simple question - Aap kiske saath dekhoge? This IPL season, we aim to highlight how Swiggy, with both Instamart and food delivery, will make the match-viewing ritual for fans who are watching with family, friends or just by themselves more enjoyable. The ads bring alive the convenience users turn to Swiggy for, while also underlining the brand’s benefits in a likeable and engaging manner. The TVCs are a mix of consumer insight, targeting and clutter-breaking product communication.”
Piyush Pandey, chairman global creative and executive chairman, Ogilvy India, said, “Swiggy is the friend that makes our experiences better. It always helps add that extra mazza (fun) and without it, any game experience won’t be the same. #AapKiskeSaathDekhoge is an invitation for more and more people to enjoy the company of Swiggy. I am proud of the work done by the teams across Ogilvy and Brand David."
The film will be rolled out on Youtube, Facebook, Hotstar, Zee5, Voot, Sony Liv and across the brand's social media platforms.