The Indian Premier League’s (IPL 2020) mass following is such that no brand wants to leave an opportunity to narrate their brand message to masses and online food ordering company Swiggy is no exception. Swiggy has launched 3 brand films to celebrate IPL 2020 Match Day Mania.
Besides the highly anticipated voice-overs from commentator Harsha Bhogle and former cricketer and commentator Aakash Chopra, viewers will be intrigued to spot Bollywood directors Tigmanshu Dhulia and Hansal Mehta as part of the ads engaging in friendly, neighbourhood rivalry.
Conceptualised by Lowe Lintas, this multilingual campaign emphasizes the brand’s commitment to serving safe and hygienic food to its customers.
In line with Swiggy’s signature style, the 15-20 second ads follow a simple storyline with minimal dialogues and fitting commentaries that cut straight to the chase. The scene for two of these commercials is set in an apartment complex with neighbours Tigmanshu and Hansal who talk about how crores of people are ordering food through Swiggy.
The campaign is currently live across national and regional channels along with digital and Swiggy’s social media platforms.
Speaking on the new campaign, Srivats TS, VP Marketing at Swiggy, said, “Swiggy has built a strong association with Cricket over the last three years with its relatable ads and Match Day Mania offers. With the much-awaited cricketing event underway, there is a lot of excitement as people are gearing up to support their preferred teams and relive some of their most cherished moments accompanied by their favourite meal. Our campaign this year continues on the format we’ve built over the years with short narratives depicting natural everyday occurrences while breaking myths around food ordering.”
“We’re happy that crores of Indians across 500+ cities have experienced Swiggy during the recent months and continue to enjoy the choice and convenience offered to them at their doorstep,” he added.
Sagar Kapoor, CCO, Lowe Lintas, says: “Through the year Swiggy keeps turning food moments to life moments. Or vice versa at times. But during the cricket season, these moments turn into super enjoyable short games that happen in life, while the short games keep happening on TV sets. The connection of great food and great entertainment just comes alive.”
In IPL 2019, Swiggy had partnered with Hotstar, the Digital Streaming partner of IPL. This year though brand has release the campaign across national and regional channels.