Swiggy's WITASA ends with 18-minute reveal video

Last week Swiggy rolled out its 'Why is this a Swiggy ad' campaign through OOH and print creatives. The campaign was spread to social media as users took to Twitter in particular to explain why they believed the creative was a Swiggy ad to win Rs 1 lakh worth of Swiggy money.

 

Now, the brand has revealed the winners with the best theories through an 18-minute long video conceptualised by Talented. The film features the 'Gulab Jamun' uncle from Swiggy's previous campaigns. He's seen in his astronaut avatar again, but on earth. Along with the winning entries, all the social media handles that participated in the contest also appear.

 

Ashish Lingameni, head - brand, product marketing and sustainability, Swiggy, said, “Among our many objectives with WITASA, the biggest was conversations, share of Voice and engagement. Which this campaign has fulfilled beyond expectations. There’s also science to this madness. Swiggy food delivery, Instamart and Genie are all top of mind through just one campaign and that’s what defines the success of this campaign.”

 

PG Aditiya, CCO and co-founder, Talented, said, “No other brand could have done this campaign. It took a brand that had immense existing brand love, woven into our cities’ cultural fabric & with tons of personal memories for each user to qualify for something as absurd as this campaign. To us, WITASA is design-thinking and culture-marketing at its best. It also proved that Gen-Z has longer attention spans than we think. You, me, all of us - we all became Swiggy’s ad agency for a whole week. And while we’ve (kinda) answered the burning question… we won’t blame you for not being convinced. Maybe we’ll never know why it was a Swiggy ad. But as long as we keep thinking about it, we’re answering our own question.”