Swiggy has launched a campaign for its grocery delivery service Instamart, highlighting its express delivery time. Conceptualised by Lowe Lintas, the 20-second TVCs are a retake of some of the popular ads from the last two decades.
One of TVCs is a spin off on Colgate’s ‘kya aapke toothpaste mein namak hai?’ (does your toothpaste have salt?) ad. It features an old lady, annoyed at the fact that she ran 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 frustrated due to the absence of salt on her table. The Swiggy delivery partner quickly arrives with a packet of salt in hand.
The second one that is a similar take on the duo who go into a daze every time they take a bite of a chocolate bar. The film features the pair, who go to a tailor shop, asking the tailor to shorten the length of a trouser. They dig into their pockets to find their favourite chocolate bar, but are left with empty wrappers. As they stare at each other, a female Swiggy delivery partner brings them the chocolate instantly.
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.”
Puneet Kapoor, regional creative officer, Lowe Lintas - Bangalore, said, “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."
The TVCs are being aired in English, Bengali, Kannada, Tamil, Telugu and Marathi across general entertainment channels and on Swiggy’s digital platforms.
Creative agency: Lowe Lintas
Account management: Sonali Khanna, executive director and branch head; Sudhir Nayak, vice president; Nidhi Kunjilwar; Kishore Subramanian, regional director south – planning, Easo John, senior vice president, planning