Swiggy's campaign is a refreshing take on everyday Indian meals

Swiggy, the online food delivery platform, has launched a series of television commercials and digital videos that are reflective of the evolving food culture in Indian homes.

With a tagline Ghar Ka Khaana, Saath Mein Thoda Swiggy! These light-hearted and engaging TVCs will strike a chord with most Indian families of today, where consumers like their home-cooked meals but also look forward to an exciting element that complements their routine. Here is where Swiggy comes to the rescue.

Conceptualised in partnership with Lowe Lintas, the ad campaign focuses on how consumers can complement their favourite food made at home with food they love ordered on Swiggy to elevate their meals.

Srivats TS, VP Marketing at Swiggy, said, “Swiggy’s TVCs have consistently communicated to consumers in extremely relatable ways. As a category creator, we have taken consumers through an entire food-ordering journey through our ads. From our ‘What a delivery’ IPL ads to the ‘Swiggy Karo Phir Jo Chahe Karo’ campaigns, we’ve broken the clutter of discount-focused ads. The ‘Ghar ka Khaana, Saath Mein Thoda Swiggy!’, campaign is all about celebrating your meals with your family while adding the Swiggy touch with an extra something — be it an extra dish, side dish or desserts. It is a perfect vehicle to blend an age-old tradition with new ones.”

“As Indians, we all love home-made food. That said, there are myriad combinations and add-ons to our dishes that can enhance the overall meal experience. That’s where Swiggy comes in. To order that one extra delight. As always, we have ensured we have a slice of life food moments that are relatable yet nuanced,” said Sagar Kapoor, Chief Creative Officer, Lowe Lintas.

The 25-second videos are filled with subtle humour and tongue-in-cheek dialogues. The TVCs explore everyday scenarios, instantly striking a chord with the audience. Swiggy’s TVCs have become one of the most looked forward to ads because of their fun and relatable nature, especially after the success of its hugely popular IPL-themed TVCs.

Apart from Hindi, the TVCs will be filmed and aired in languages such as Bengali, Kannada, Malayalam, Tamil, Telugu and Marathi across general entertainment channels (Hindi and regional) such as sports channels, English movies, Hindi movies, Hindi music, etc. The campaign will also run on Swiggy’s digital channels.

Ads:

Homemade palak paneer served with some bhindi masala from Swiggy on the side- Hindi & English

Ghar ka pasta, aur Swiggy se garlic bread. Kuch ghar pe banaya, kuch Swiggy se mangwaya! – Hindi

Home-made pasta plus garlic bread from Swiggy makes for a perfect meal!- South

Kuch ghar pe banaya, kuch Swiggy se mangwaya – Hindi

One for the old times- Hindi

Home made poori aaloo + kurma ordered on Swiggy makes for a perfect meal! - South

Credits:

Client: Swiggy

Agency: Lowe Lintas

Creative: Sagar Kapoor, Romel Joseph, Nainaa Rajpal, Pranav Karnad

Account Mgmt.: Hari Krishnan, Anand Narayan, Sudhir Nayak, Monika Tyagi

Planning: Kishore Subramanian, Ravichandran Ramanujan

Production House: Early Man Film

Director: Abhinav Pratiman

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