Havas Media Tribes – the partnership between Havas Media Group India and Tribes Group- has rolled out an OOH campaign for Swiggy Instamart.
Swiggy Instamart is a long-standing client of the Havas Media Group. This multi-city, extensive OOH campaign, includes Asia’s biggest billboard at Bandra Western Express Highway (ROB) Mumbai.
Swiggy Instamart wanted to establish two of its core propositions, instant delivery and instant convenience, in the minds of the consumers.
The month-long campaign featuring 36 different smart creatives and vernacular content which is a crucial part of this campaign in order to maximise audience connect, utilises five lakh square feet of the display area on traditional billboards, hoardings, unipoles, FOBs and bus shelters across key locations in 19 major cities in India - Mumbai, Bangalore, Kolkata, Delhi, Noida, Gurugram, Lucknow, among others.
In addition to key arterial routes, malls and airports were also targeted, DOOH was used to penetrate residential clusters, and transit media formats such as cab branding, branding inside metros and metro stations were also used for high visibility.
Apart from its superfast delivery promise and expansive range of grocery products, the campaign also highlights Swiggy Instamart’s attractive offers for first-time users.
Ashish Lingamneni, Head of Brand, Swiggy, said, “With Instamart now present in 19 cities, the overwhelming response we are receiving for this instant grocery delivery service is a testament to our mission to bring unparalleled convenience to our consumers. As part of our 360-degree marketing campaign, we used OOH as a key lever to promote Swiggy Instamart’s proposition. Havas Media Tribes has been instrumental in identifying the right locations across cities while maximising our reach and visibility. We have received a lot of positive response for this campaign.”
Gour Gupta, CEO and MD, Tribes Group, said, “The strategic alliance with Havas Media Group India is an exciting partnership that gives us an opportunity to create meaningful campaigns for marquee clients in this competitive environment. The objective of this campaign is not just mass visibility but also tracking the effectiveness by mapping the coordinates of the sites to the orders received in that region. We created a plan basis Instamart’s serviceability area, wherein the coordinates of each site were checked and selected precisely. The execution by the team was seamless and was no mean feat, given the logistical challenges involved.”
Saurabh Jain, Managing Partner - South, Havas Media, said, "The Havas Media Group and Tribes strategic alliance reinforces Havas’s operating system of MX, that empowers our clients with tools to build more meaningful media experiences. For a disruptor brand like Swiggy, we had to take the high road, a category leadership stance in the post-lockdown world, by launching this high-impact and meaningful OOH campaign."
Havas Media Group has been working on Swiggy’s account since 2016 and also bagged the media duties of Swiggy Instamart.
The new OOH campaign is an extension of the work that the agency has been doing for the food aggregator’s key verticals, including Swiggy Genie (pick up and drop service), Swiggy Access (private brands) and now, Swiggy Instamart.