Swiggy, the on-demand convenience delivery platform, has launched two television commercials (TVCs) to communicate the special offers and discounts under its “Match Day Mania” campaign for the ongoing cricket season.
The multi-platform campaign underlines the brand’s commitment to offering convenience through quick deliveries of food on match days.
In these TVCs, a mock courtroom setting has been enacted to promote discount offers of flat Rs 125 off on orders of more than Rs 249 from Swiggy.
In the first TVC, a prosecutor passes on this phone to the defense lawyer who then shares it with his client saying “acha offer hai, le lena chahiye”. The judge, Neena Gupta, suspecting a secret settlement between the two parties questions them. However, it turns out to be a discount offer on Swiggy, leading to chaos in the courtroom with everyone checking their phones. The judge asks for “order” in the courtroom, and mumbles “order” to her attendant, directing him to order from Swiggy.
In the second TVC, the judge tells the defence lawyer that there’s no possibility of reducing the fine that has been levied on the accused; “it’s a court order, not a Swiggy order” the judge reminds him. She then proceeds to offer him a “Pizza” to which he responds, “No objection your honour.”
The 25-second ads will run in Hindi, Marathi, Bengali, Tamil, Malayalam, Kannada, and Telugu.
Sneha John, Director, Brand Marketing at Swiggy, said, “For viewers, ordering their favourite food to go with the cricketing action has become an important part of the match-viewing experience. For years now, Swiggy has been enhancing this further with discounts and special offers. People watch cricket to have a good time, and it is important that our ads speak to them in a light-hearted, fun way that has now become characteristic of Swiggy.”
Deepan Ramachandran, Founder and Creative Director, Mind Your Language!, said, “The only numbers that interest people during match hours are the scores. So, to communicate an exciting discount offer, it must be in a disruptive setup. While the ads show an everyday courtroom coming alive with the mention of the offer, we believe that every household will also sit up and take notice of it.”
Pandiyaraj, Creative Director of Mind Your Language!, added, “Be it any serious situation, food makes it immediately lighter. And when you add an exciting offer like Swiggy Match Day Mania to mix, the fun is even more.”
Swiggy has also launched the “Pick your Team” campaign, a limited period offer that began on March 25 and got over half a million registrations in the first week of its launch. Once users choose their respective team, they receive reminders on the app on the days their team is playing so that they may pair those games with offers. The maximum number of users have chosen Chennai Super Kings as their favourite team so far, followed by Royal Challengers Bangalore and Mumbai Indians.
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