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Swiggy throws a surprise for passionate foodies on Instagram

Dentsu Webchutney and Swiggy launched the #SwiggyVoiceOfHunger challenge on Instagram. The first 12 hours of the challenge saw close to 10,000 entries

Studies suggest that the crunch of a chip, the sizzle of the roasting chicken or whistle of the pressure cooker help add flavour to your food. Swiggy has an amazing surprise planned for passionate foodies. The food delivery platform has unveiled the Voice of Hunger challenge for all Instagram users.
This is how it happened.

Step 1: A few months ago, Instagram launched the Voice Note feature on their Direct Message inbox.

Step 2: Swiggy and Dentsu Webchutney found some of these wave forms can resemble actual shapes of food… if you make the right noises!

Step 3: Swiggy’s Voice of Hunger is a crazy challenge on Instagram.

Here’s how it works.

The campaign constitutes five challenges — recreating the shape of a Kebab Skewer, a Nacho, Pancakes and many more. Whoever completes all five, stands a chance to win a year’s worth of food vouchers from Swiggy. This is apart from daily prizes for each challenge. Day 1 of the challenge was a Kebab Skewer, which garnered nearly 10,000 entries with voice notes, and the brand’s follower count is already up by 2,000, courtesy the challenge.

Ashish Lingamneni

Speaking about the campaign, Ashish Lingamneni, AVP, Marketing, at Swiggy, said, “There are very few things for a marketer that matches the thrill of a properly executed UGC campaign. We’re hoping this would hit the right chord, literally. By innovating with the voice note feature on Instagram, we're excited to offer our audience a creative way of interacting with Swiggy and expressing their love for food, winning a year's worth of food vouchers in the process.”

PG Aditya

PG Aditya, Executive Creative Director at Dentsu Webchutney, said, “This is by far the wackiest use of Instagram yet. Watching adults blabbering gibberish all day on voice notes has been nothing but a blast. The first 12 hours of the challenge saw close to 10,000 entries. We like our inboxes like we like our excitement: overflowing.”

Voice of Hunger will continue raising the stakes with the food being asked to create with the voice note waveform getting difficult every day. So far, #SwiggyVoiceOfHunger has seen participation from social media influencers such as Rohan Joshi, Srishti Bansal and TheFilmyKudi with several surprises planned around the challenge.

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