Swiggy Instamart Brings Cultural Insights From South India In New Campaign

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The campaign features Simran and R Madhavan.

Instamart, Swiggy’s quick commerce grocery service, has launched a multi-platform brand campaign titled ‘Healthy Disses’ featuring Simran and R Madhavan.

The campaign features a mix of 30-second TV spots created to reframe ordinary, everyday banter in a Tamil, Kannada, Telugu, and Malayali household.

One of the films in Tamil opens with the wife (Simran) closing the fridge door because there are no veggies. Visibly annoyed, she sighs that they have run out of vegetables except for a Vengayam (onion). Here, she is ..

As a part of the series, in the Telugu film, Madhavan expresses his frustration that they are all out of ‘Masalas in the spice cabinet. Simran mockingly asks him if they are out of masalas just in the cabinet or somewhere else too, and nudges him to quickly order Masalas on Instamart.

While the Tamil and Telegu films have been aired, similar ad films in Kannada and Malayalam films will go live soon.

Ashish Lingamneni, head of brand, Swiggy, said, “While this is Instamart’s first celebrity-led campaign, it puts the grocery needs and conversations of any southern household front and center. Taking cultural insights unique to this part of the country, our aim is to build a strong brand connection and affinity with customers in the southern cities, even as Instamart grows to become their go-to platform for monthly grocery needs . I am confident the ad films, which capture the relationship between an everyday couple will successfully help us drive home our point of purchasing groceries at an affordable cost on Instamart.”

Deepan Ramachandran, founder, Mind Your Language, said, “The practice of gently scolding your loved ones after vegetables and grocery items is very rooted in Tamil Nadu and most parts of South India. This insight fit beautifully with Instamart’s brief given to us. And when you bring back the delightful pair of Madhavan and Simran to bring the idea alive, magic happens. We believe this campaign will make an emotional connection with the consumers and firmly plant Instamart as their go-to-app for groceries and veggies.”

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