Swiggy has been delivering memorable commercials through the cricket season for the past three years. This year they have released three new commercials to celebrate the nation’s undying passion for Food and Cricket, which remains consistent in this ever-changing pandemic landscape. Conceptualized by Lowe Lintas, the multilingual campaign emphasizes the brand’s commitment to serving safe and hygienic food to its customers.
Besides the highly anticipated voiceovers from commentator Harsha Bhogle and former cricketer and commentator Aakash Chopra, viewers will be intrigued to spot popular Bollywood directors Tigmanshu Dhulia and Hansal Mehta as part of the ads engaging in friendly, neighbourhood rivalry.
The return of the most awaited cricketing league is the first sign of normalcy this year. While the format has undergone some changes, it is still a big sign of positivity that promises to bring people together. And nothing complements this better than food, which also helps people come together and celebrate special moments.
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In line with Swiggy’s signature style, the 15-20 second ads follow a simple storyline with minimal dialogues and fitting commentaries that cut straight to the chase. The scene for two of these commercials is set in an apartment complex with neighbours Tigmanshu and Hansal who talk about how crores of people are ordering food through Swiggy.
Continuing its tradition of featuring India’s beloved gulab jamun uncle, Swiggy very strategically used the same plot, barriers and the theme to make the ad relatable and make its audience feel connected. However, the only plot twist here was the angry wife was now happy, which was a deep cue into how people are more confident about ordering food online now. The similar treatment of juxtaposing the entire campaign to cricket commentary adds in the little bits of contextual flavours that Swiggy has successfully done each year.
Speaking on the new campaign, Srivats TS, VP Marketing at Swiggy, said, “Swiggy has built a strong association with Cricket over the last three years with its relatable ads and Match Day Mania offers. With the much-awaited cricketing event underway, there is a lot of excitement as people are gearing up to support their preferred teams and relive some of their most cherished moments accompanied by their favourite meal. Our campaign this year continues on the format we’ve built over the years with short narratives depicting natural everyday occurrences while breaking myths around ordering food.”
“Through the year Swiggy keeps turning food moments to life moments. Or vice versa at times. But during the cricket season, these moments turn into super enjoyable short games that happen in life, while the short games keep happening on TV sets. The connection of great food and great entertainment just comes alive” said Sagar Kapoor, CCO, Lowe Lintas.
Besides the T20 themed ads, Swiggy has launched Match Day Mania. Offers like Deal of the Day, Match-day combos, Predict & Win are also being run. The campaign is currently live across prominent national and regional channels along with digital and Swiggy’s social media platforms.
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