ITV

Tag: Aparna Giridhar

  • Swiggy Instamart helps fathers save the day with the #SuperPapa campaign

    Swiggy Instamart helps fathers save the day with the #SuperPapa campaign

    Mumbai: Swiggy Instamart, India’s leading quick commerce grocery delivery platform, is set to captivate audiences with its latest campaign, ‘#SuperPapa’. Centered around the theme “Go from papa to super papa in 10 minutes,” the campaign featuring an endearing 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 realizing 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 realizes 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 beautifully 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 heartening narratives, Swiggy Instamart reinforces its commitment to providing quick and reliable solutions for families, ensuring that no need is too big to overcome.

    “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,” said Swiggy VP, marketing Aparna Giridhar. “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.”

    With over 500 brands and more than 7000 products listed on the platform, Swiggy Instamart has offerings across 70-80 categories for almost any occasion.

    Tune in to witness the heartwarming tales of #SuperPapa and his daughter, brought to life by Swiggy Instamart.

  • Swiggy Dineout unveils “Sharma Ji Ki Beti” campaign

    Swiggy Dineout unveils “Sharma Ji Ki Beti” campaign

    Mumbai: Swiggy Dineout recently launched its latest campaign, “Sharma Ji Ki Beti,” aimed at revolutionising the dining-out experience for Indian consumers. The campaign was conceptualised by Toaster India, a leading independent creative agency, for Swiggy Dineout. The campaign’s inception aligns with Swiggy Dineout’s strategic initiative to amplify its presence during the Great Indian Restaurant Festival (GIRF), one of the brand’s flagship events of the year.

    At its core, the “Sharma Ji Ki Beti” campaign embodies a fresh narrative designed to foster a deeper connection between Swiggy Dineout and the dining-out culture in India. With an overwhelming majority of dining transactions occurring offline, the campaign presents an opportunity to seamlessly integrate Swiggy Dineout into the Indian dining lexicon. Beyond facilitating transactions, the campaign aspires to embed Swiggy Dineout into the fabric of the Indian dining-out ritual. The overarching goal is to position Swiggy Dineout as the go-to platform for pre-dining-out considerations, emphasizing early decision-making moments. The creative narrative of the campaign draws inspiration from the timeless Indian parental practice of comparing children, encapsulated in the colloquialism “Sharma Ji Ki Beti.” This resonant cultural insight serves as the springboard for Swiggy Dineout’s innovative approach to dining-out validation.

    Swiggy VP, marketing Aparna Giridhar said, “This creative route plays up a new social validation of using Swiggy Dineout before stepping out as the right way to eat out, especially during our biggest annual festival. By humorously portraying this, we encourage users to emulate ‘Sharma ji ki Beti’ for seeking the best dining benefits in town. Building on our core mission of providing unparalleled convenience to consumers, this campaign highlights Swiggy Dineout’s proposition of seamless & joyful dining with maximum savings.”

    The campaign debuts alongside Swiggy Dineout’s flagship offering of flat 50% off on dining bills at select premium brands during the Great Indian Restaurant Festival. Subsequent quarters will witness the rollout of multiple films, solidifying “Sharma Ji Ki Beti” as the cornerstone of Swiggy Dineout’s communication strategy.

    “Swiggy Dineout is a dream client for any creative team and we’re so kicked we got to collaborate and create a campaign with them. Humour and a strong insight are given with a brief like this and we hope to do a lot more with Sharmaji ki beti as a character” said Toaster India chief creative officer Ira G.

    Swiggy Dineout’s “Sharma Ji Ki Beti” campaign marks a paradigm shift in dining-out experiences, urging consumers to explore new culinary horizons with Swiggy Dineout as their steadfast guide. The campaign’s resounding success is evident with over 2.9 million views on YouTube, reflecting its widespread resonance among audiences.

  • Talented launches second UI-centric film for Swiggy – Table for 2

    Talented launches second UI-centric film for Swiggy – Table for 2

    Mumbai: Last year, Swiggy and Talented supplied the internet with fuzzies during Valentine’s week with an endearing love story of Aashna and Raghav, who met through an order placed to the ‘Wrong Address’.

    In its second season, Swiggy has again released a UI-based film, but this time it is about two 60-something empty nesters, who find their love and their way back to each other, with a little help from Swiggy. In the world of right swipes and ghosting, this film focuses on an old-school love that has a track record of 40 plus years of being together.

    Swiggy VP–marketing Aparna Giridhar said, “The trend of talking to the youngest lot for Valentine’s day isn’t new. And since a few years, supporting singles during V Day has emerged as a theme. But we know there is a rise in people using Swiggy for their parents, and teaching their parents how to use it, in their absence. Convenience is a universal need. More so for this specific cohort. And so, Swiggy’s role in their life feels like the newest but the most necessary addition. And while the product story is about convenience, the product truth story is about bringing joy to love stories, no matter what age.”

    “Writing this film, of all things, has been cathartic. My maternal and paternal grandparents lost their respective partners very early on, so I never got to see the shapes and forms geriatric love can take. Had they been here, I believe this would be it – love residing not in grand gestures but in ordering an audaciously simple vegetable chopper,” said Talented creative and Table For 2’s writer Malvika Thirani.

    Talented producer Neil Mathew added, “There’s enough research on how adopting a pet has a positive impact on the mood and well-being of empty nesters. And so, the film’s ending isn’t a radical one, but a believable one. While there’s so much all of us have borrowed from our own family experiences for this, Pooja Manek and Prashant Gopalakrishnan from our team have also played the role of regional reps to make sure the story is authentic culturally too.”

    Table For 2’s director duo Rohan and Sanjana said “The love that Wrong Address received last year set the tone for this year’s love story. We knew that no matter who the protagonists are, ‘feels’ have to be our main character. Getting to further this IP with a senior story felt like just the right next step. Biggest props to our animator, Vaishnav Menon who only bettered the project with his insights. Our parents approved the film before the brand did, which says a lot about craft that’s crafted with care.”