Swiggy Instamart’s New Brand Campaign Spotlights Grocery Needs In a Regular South Indian Household and Celebrates Local Nuances
The campaign highlights Swiggy Instamart’s mission of delivering a wide range of weekly and monthly needs at affordable prices
Sees the return of the superhit pairing of R Madhavan and Simran as an everyday couple planning their monthly groceries
Chennai, November 25, 2022: Instamart, Swiggy’s quick commerce grocery service has launched a multi-plat form brand campaign titled “Healthy Disses” featuring the superhit pairing of southern stars Simran and R. Mad havan. It brings to life Instamart’s mission to deliver the widest variety of monthly groceries at very affordable prices and in minutes.
The campaign features a mix of 30-second TV spots created to reframe ordinary, everyday banter in a Tamil, Ka nnada, Telugu, and Malayali household. Pairing real, relatable, and very localised nuances like the couple’s hea lthy disses, with Swiggy’s characteristic subtle humour, the ads showcase how Instamart is a great destination for weekly and monthly purchases delivered at surprisingly affordable prices.
One of the films in Tamil opens with the wife (Simran) closing the fridge door because there are no veggies. Vis ibly annoyed, she sighs that they have run out of vegetables except for a Vengayam (onion). Here, she is mockin gly referring to her husband (R. Madhavan) as the ‘Vengayam’. The film portrays a practice unique to the south ern states- one of gently scolding loved ones with the names of vegetables. The husband realizes his mistake of having forgotten about the list shared by his wife. She then nudges him to order the groceries on Swiggy Insta mart, calling out how they are very affordable and delivered in a matter of minutes. In the Telugu film, she calls him a ‘Gummadikayy’ (Pumpkin).
As a part of the series, in the Telugu film, Madhavan expresses his frustration that they are all out of ‘Masalas in the spice cabinet. Simran mockingly asks him if they are out of masalas just in the cabinet or somewhere else to o, and nudges him to quickly order Masalas on Instamart at a very affordable price. Realizing how convenient and affordable Instamart, is Madhavan shamefully confesses that he doesn’t have masala in his head either.
While the Tamil and Telegu films have been aired, similar ad films in Kannada and Malayalam films will go live shortly. All the films end with Madhavan quickly seeking redemption by ordering the groceries on Swiggy Insta mart further to which the Instamart delivery executive arrives at their doorsteps in minutes.
Commenting on the new campaign that spans TV, digital, print, and outdoor, Ashish Lingamneni, Head of Brand at Swiggy, said, “While this is Instamart’s first celebrity-led campaign, it puts the grocery needs and convers atio ns of any southern household front and center. Taking cultural insights unique to this part of the country, our aim is to build a strong brand connection and affinity with customers in the southern cities, even as Instamart grows to become their go-to platform for monthly grocery needs. I am confident the ad films, which capture the rela tionship between an everyday couple will successfully help us drive home our point of purchasing groceries at an affordable cost on Instamart”.
Deepan Ramachandran, Founder of Mind Your Language, said “A lovely insight leads to a lovely story. The practi ce of gently scolding your loved ones after vegetables and grocery items is very rooted in Tamil Nadu and most parts of South India. This insight fit beautifully with Instamart’s brief given to us. And when you bring back the delightful pair of Madhavan and Simran to bring the idea alive, magic happens. We believe this campaign will make an emotional connection with the consumers and firmly plant Instamart as their go-to-app for groceries and veggies.”
You can see some of the ad films below–
Gummadikayy | Swiggy Instamart ft. R. Madhavan & Simran – Telegu
Vengayam🧅 | Swiggy Instamart ft. R. Madhavan & Simran – Telegu
Swiggy Instamart ft. R. Madhavan & Simran – Tamil
Swiggy Instamart ft. R. Madhavan & Simran – Telegu
Credits:
Production House: Anonym Films
Director: Akshay Sundher
DOP: Niketh Bommi
Agency: Mind Your Language!
Creative Team: Deepan Ramachandran, Pandiyaraj M, Sandeep CG & Joshua Chakravarthy
Servicing Team: Maria Xavier Vinod, Asha Menon & Sharvani Sadhu
About Swiggy Instamart
Launched in August 2020, Swiggy Instamart is India’s leading quick commerce grocery service. Present in over 25 cities, Instamart uses Swiggy’s superior technology and dedicated delivery fleet to bring grocery and other daily essentials to the doorsteps of Indians within minutes.
