Swiggy Instamart's new campaign showcases how 10-minute deliveries assist dads in saving the day

Swiggy Instamart has unveiled its latest campaign, ‘#SuperPapa’.

Centered around the theme "Go from papa to super papa in 10 minutes," the campaign featuring a father-daughter duo exemplifies Swiggy Instamart's commitment to delivering unparalleled convenience to every consumer in every situation.

Starring Mukul Chaddha and Aurra Bhatnagar Badoni as the father and daughter, it portrays the special bond between fathers and daughters, as it traverses through relatable, slice-of-life situations and hiccups that are quickly resolved with Swiggy Instamart’s 10-minute deliveries. 

The campaign hinges on a simple, yet universal insight: No matter how much we plan, something can always go wrong. The fridge breaks down in the middle of the night. Your teenage daughter remembers she needs something for school urgently. The list goes on.

One of the TVCs showcases how the daughter faces a last-minute panic realising that she forgot to buy a geometry box for school the next day –her father, though, has everything under control by getting it delivered via Swiggy Instamart. The second TVC shows a visibly upset daughter when she realises she has run out of sanitary napkins. Sensing her distress, her father pacifies her by placing an order on Swiggy Instamart and getting it delivered in 10 minutes.

These TVCs capture the essence of fatherhood, showcasing moments where fathers effortlessly tackle unexpected challenges with a little assistance from Swiggy Instamart. With Swiggy Instamart by his side, the father effortlessly manages to fix his daughter's needs in a matter of minutes, earning him the title of #SuperPapa in her eyes. Through these narratives, Swiggy Instamart reinforces its commitment to providing quick and reliable solutions for families, ensuring that no need is too big to overcome.

Aparna Giridhar, VP, Marketing, Swiggy, said, "Raising a child can bring curveballs, making the parent the default fixer. This campaign embodies how Swiggy Instamart has parents' backs no matter what the sudden ask. Swiggy is known for capturing everyday, relatable, slice-of-life situations and this campaign, capturing moments between a father and his teenage daughter is no different. With home needs across 30+ categories delivered in 10 minutes, Swiggy Instamart is his saviour, elevating him to a “super papa” in the eyes of his daughter.”

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