ITV

Tag: Swiggy

  • Fitternity Joins Hands With Swiggy To Give Consumers Incentives For Healthy Choices

    Fitternity Joins Hands With Swiggy To Give Consumers Incentives For Healthy Choices

    Mumbai: Fitternity, India’s one stop destination for fitness, has collaborated with India's largest online food ordering and delivery platform- Swiggy. The alliance is in sight to incentivise consumers to take steps towards adopting a healthier lifestyle.

    Through a strategic month-long collaboration, Swiggy users will avail of Fitternity’s OnePass (worth 1999/-) valid for 7 days when they order for Rs 249 and above. Fitternity’s OnePass membership is a convenient, cost effective and flexible way of availing fitness services across various gyms/fitness centres/ studios in multiple cities across India.

    As per the reports from Red Seer, it is estimated that there were about 100 million health focused individuals in India in 2019. The healthy eating (snacks and cooked food) category is projected to have a yearly growth rate of 20% and a total of USD 30 billion in revenue by 2022.

    Fitternity, through its research and data has innovated products that are unique and solution oriented to consumer pain points related to fitness. The association with Swiggy enabled Fitternity to garner a more in-depth understanding of the way consumers approach nutrition. The insights clearly indicated a shift in preference toward healthier meal options which is the consumer segment that Fitternity is also keen to focus on, making it a great partnership.

    Speaking on the collaboration, Neha Motwani, Founder and CEO at Fitternity said, “In an individual's fitness journey, nutrition is often the most important factor along with regular exercise. Just as there are multiple meal options available on Swiggy, there are myriad different forms of fitness solutions waiting to be tried out on Fitternity. It's often tough to make healthy decisions when it comes to diet but we hope that with this association, consumers will be able to better meet their fitness targets.”.

    Similar to this association, Fitternity is keen on aligning with brands that have a vision to motivate and encourage the consumers towards a healthy lifestyle.

    The offer is available on the Swiggy app in Mumbai, Delhi, Gurgaon and Bangalore.

  • Zomato acquires Uber India’s food delivery business

    Zomato acquires Uber India’s food delivery business

    MUMBAI: Online food delivery app Zomato has acquired Uber’s food delivery business, Uber Eats, in India in an all-stock deal. According to media reports, the acquisition was carried out at a value of $350 million ( Rs 2,485 crore). Moreover, Uber has got almost 10 per cent stake in Zomato.

    Post acquisition, Uber Eats in India will discontinue operations and direct restaurants, delivery partners, and users of the Uber Eats apps will migrate to the Zomato platform, effective Tuesday.

    “We are proud to have pioneered restaurant discovery and to have created a leading food delivery business across more than 500 cities in India. This acquisition significantly strengthens our position in the category,” Zomato CEO Deepinder Goyal said.

    “Our Uber Eats team in India has achieved an incredible amount over the last two years, and I couldn’t be prouder of their ingenuity and dedication, ” Uber CEO Dara Khosrowshahi said. He added Uber will continue to invest in growing its local rides business.

    Through this deal, Uber Eats India users now become Zomato users. Similarly, the delivery partners who were earlier associated with Uber Eats India will be on-boarded on Zomato’s fleet. The first big consolidation in online food delivery segment will pull Zomato ahead of Swiggy.

    The acquisition comes after Zomato’s latest fundraising led by existing investor Ant Financial, an Alibaba affiliate, which pumped in $150 million at a $3 billion valuation.

  • Best moment marketing trends of 2019

    Best moment marketing trends of 2019

    DELHI: Brands have always been serious about their marketing plans. They spend months strategising their campaigns, involve the best of the technicians and talents to aid the creative process, and try to come out with communications that build trust among their target consumers. But the changing times and technologies have transformed this completely. The new-age consumer has the attention span lesser than that of a gold fish, and often ends up skipping the ads that a marketer had spent a good few months of his life in curating.

    The consumer of today believes in living in the moment and brands have to catch them in that exact time span. And this has given rise to an influx of creativity on social media platforms, the second homes of the new-age customers, in the form of moment marketing. While earlier this was fixed for some particular occasions like festivals and elections, year 2019 saw brands leveraging every small and big moment that was breaking the internet. From the series finale of Game of Thrones to the expensive bananas that Rahul Bose had to eat, from Delhi smog to Indian men’s cricket team bowling the ‘pink ball’ for the first time in an international match, everything became a creative field for the brands and their creative agencies.

    On the first day of the year, here’s a look-back on the most interesting moment marketing trends and top brands’ take on it!

    Game of Thrones Finale

    Game of Thrones was probably the best television show of the decade and had became a rage in the meme-world too with its initial seasons. But this year the craze was in multitudes as the show was wrapping up its journey forever. Though the season left many fans and cast members disappointed, the brands came out with some interesting campaigns.

    Johnnie Walker

    Durex India

    Swiggy

    Mother Dairy

    Yuvraj Singh’s Retirement

    Yuvraj Singh is one of the most successful and loved Indian cricketers. The champion best remembered for his iconic six sixes in an over and his incredible performance in World Cup 2011 despite his ongoing battle with cancer announced his retirement from the international cricket in June this year and like his fans, some brands paid their tributes to the star in their own way.

    Zomato India

    Fevicol

    Indigo

    Pulse

    Rahul Bose’s rendezvous with two expensive bananas

    The most bizarre and hence most hilarious trend of the year was two expensive bananas served to actor Rahul Bose by JW Marriott in Chandigarh. As soon as Bose shared the photo of the bill amounting Rs 442.5 online, brands jumped the marketing bandwagon to cash on this momentous opportunity.

    Oyo

    Zomato India

    Amazon Prime Video India

    Arre

    Iphone 11’s triple camera feature

    The launch of every iPhone is a meme fest for the netizens. From selling kidney jokes to takes on no massive updates from older versions, the internet sees it all. But this time, the fodder of the online discussion was the triple camera, which fed the imagination of the brands in ways unimaginable.

    Durex India

    Manforce Condoms

    Shaadi.com

    Embed:

    Swiggy

    Delhi’s Pollution

    Delhi smog is one of the most trending events online for the past many years. The even-odd rule and increased sale of face masks are interesting talk points online. This time, the brands also came up with their creative best inputs to market themselves online in an unconventional manner.

    Manforce India

    Pee Safe

    Policy Bazaar

    Filter Copy

    Onion Prices

    The economic turmoil going on in the country concerned everyone this year. The repurcussions were many including the sky-high prices of one of the basic staples in Indian diet, onion. While it worried all, the brands had their own way of using the situation to their benefit.

    Orient Bell

    HDFC Bank

    Trident

  • Swiggy launches pick up and drop service ‘Swiggy Go’

    Swiggy launches pick up and drop service ‘Swiggy Go’

    MUMBAI: Following the launch of Swiggy Stores earlier in the year, Swiggy, India’s leading on-demand delivery platform, today announced another major step in its vision of offering unparalleled convenience to consumers with the launch of ‘Swiggy Go’. Launched across Bangalore, Swiggy Go is an instant pick up and drop service to send packages anywhere in the city. Like Swiggy Stores, Go will be part of the Swiggy app.

    With a promise to offer delivery convenience to every consumer in the city, Go can be used to pick up and drop off laundry, get forgotten keys, send lunch boxes from home to office or even deliver documents or parcels to clients. With a laser-sharp focus on enabling convenience and saving time, backed by its strong in-house technology and the country’s largest active delivery fleet, Swiggy is naturally placed in a position to offer the best service to consumers at a very affordable price.

    Commenting on the launch of Swiggy Go and phased expansion of Swiggy Stores, Swiggy CEO Sriharsha Majety said, “Swiggy’s vision is to elevate the quality of life of urban consumers by offering unparalleled convenience. After enabling this with food delivery for five years and stores across the city with Swiggy Stores, Go will open the Swiggy delivery superpower to all consumers in the city.”

    “Bangalore will be the first city in the country to experience Swiggy do the last-mile delivery for everything, not just food. By 2020, we will expand Swiggy Go to over 300 cities and Swiggy Stores to all the major metros, ushering in a new era of convenience for consumers across India,” he added.

    Swiggy also announced the phased roll-out of its on-demand delivery service Swiggy Stores for consumers to order from every store in Bengaluru and Hyderabad.

    In just six months since its launch in Gurugram, Swiggy Stores is already operating at a significant scale even when compared to Swiggy’s food delivery volumes in the city, with plenty of headroom for growth. Adding new stores every day, Swiggy has increased the reach and revenue stream of its partners, with many choosing to expand their business after witnessing the growth through Swiggy Stores.

    After the tremendous success in Gurugram, Swiggy Stores will now deliver from stores in ten categories which include fruits and vegetables, kiranas and supermarkets, meat stores and pharmacies.

    In Bangalore, Swiggy will deliver from any store, including more than 300 best-in-class merchant-partners like Godrej Nature's Basket, Nilgiri's, Organic World, Heads Up For Tails and Nandu’s Chicken. In Hyderabad which will launch in two weeks, Swiggy has tied up with close to 200 merchant-partners like Ratnadeep, Ghanshyam, Sneha Chicken, Yellow and Greens and 24 Organic Mantra in addition to delivering from any store a customer chooses in the city.

    Both cities will deliver from national partners like Easyday, Heritage Fresh, Spar, Apollo Pharmacy, Healthkart, Ferns N Petals, Licious and FreshToHome.

    All the deliveries for Swiggy Go and Stores will be made by Swiggy’s dedicated fleet. This will give Swiggy’s delivery partners access to an additional avenue for income. All delivery partners engage with Swiggy on a principle to principle basis and receive life insurance, medical and accident coverage.

  • Swiggy, Hotstar bowl cricket lovers over

    Swiggy, Hotstar bowl cricket lovers over

    MUMBAI: As the cricket frenzy reaches a crescendo this March, Swiggy lives up to its promise of providing unparalleled convenience to its consumers yet again. In what is potentially a global first, Swiggy and Hotstar are coming together to allow consumers to order their favorite meal from Swiggy, without taking their eyes off a single ball. Swiggy POP, Swiggy’s curated single-serve meals from top restaurants across the neighborhood, will be integrated on the Hotstar App making for a pleasurable viewing as well as food ordering experience.

    Commenting on this integration, Swiggy VP marketing Srivats TS said, “Our collaboration with Hotstar aims to satisfy the insatiable love we Indians have for cricket and food. We believe a nail biter of a match accompanied with great food is a delicious combination to serve up this cricketing season! We are extremely pleased to present this innovation in association with Hotstar. Through this, we hope to build a deeper bond with our cricket crazy fans by offering them an uninterrupted viewing and extremely convenient food ordering experience.”

    Swiggy’s food ordering analysis from the cricketing season last year indicated an increase in online orders during the period. Considering the sporting event is all about action, suspense, drama and food, last year, Swiggy saw a 25 percent increase in order numbers during the season, compared to pre-season, with the highest number of orders received on the day of the finale.

    This integration with Swiggy is part of Hotsar’s bid to provide viewers with an engaging experience for VIVO IPL 2019. With the motto of ‘Koi Yaar Nahi Far’, Hotstar is rolling out a first-ever social cricket-watching experience which will provide viewers the opportunity to invite, chat and compete with their friends and family. On the back of this, the streaming giant expects to reach over 300 million viewers, about 50 percent more than last year. For Swiggy, which has millions of users itself, this would mean an opportunity to innovatively engage with their existing customers whilst tapping newer ones as well, serving everybody their favourite dishes with absolute ease.

  • How Swiggy witnessed a 30 per cent rise in Instagram followers in no time

    How Swiggy witnessed a 30 per cent rise in Instagram followers in no time

    MUMBAI: Interactive digital campaigns are creating a wide spectrum of opportunities for brands. This not only drives higher consumer engagement but also ensures a higher brand recall. Be it offering discounts on sharing screenshots from gifs or commenting with interesting anecdotes on promotional posts, brands have tried and tested all the tactics to leverage this new trend.  But what Swiggy  did recently can be termed as one of the most innovative and fun interactive campaigns on desi Instagram. So much so, that it caused Instagram to block the platform’s handle several times because of the flood of DMs reaching it.

    The #VoiceofHunger campaign, conceptualised by Dentsu Webchutney  for Swiggy, required Instagram users to send in voice notes replicating the shapes of select food items to win a year’s worth of discount vouchers from the food delivery platform. And of course, the only thing better than food for millennials (or anybody else for that matter) is free food. This resulted in a deluge of responses. As per Swiggy, by the time they reached challenge three, they had already seen a 30 per cent increase in their follower growth with close to 70k+ entries.

    Commenting on the idea behind the #VoiceofHunger campaign, a spokesperson from Dentsu Webchutney told Indiantelevision.com, “Instagram is a platform that Dentsu Webchutney absolutely hearts. We have been innovating with the platform features for the longest time, right from grids, to emoji sliders and IGTV. When Instagram released the voice note feature on DM, we immediately saw an opportunity for an extremely funny interaction between Swiggy and its consumers. By using gibberish sounds on voice notes as a creative device to inspire all kinds of food items, ‘Voice of Hunger was born’, reimagining the Instagram voice note feature differently than the purpose it was intended for.”

    Team Swiggy, which has earlier created several hit digital campaigns including #MyValendines for Valentine's Day and #BurpDay for its 4th anniversary, added, “The freshness and relevance of ‘Voice of Hunger’ made it an instant hit at Swiggy. For service brands, engagement is at the core of every campaign that we do and what better than a campaign that promised never-ending participation from our customers. All we had to was guide the team from an amplification and gratification perspective.”

    And the participation, indeed, seemed like a never-ending symphony of meaningless voices swarming Swiggy’s DM box.

    “The response has been simply overwhelming. With the level of user interaction required to participate in the challenge, we had anticipated close to 10000 entries for the entire campaign. However, we hit that milestone within the first 12 hours. On day 1 itself, we had to increase the manpower required to answer all the voice notes flooding our inbox,” noted the Swiggy representative.

    Dentsu Webchutney added, “At one point we were receiving over 50 DMs/minute which resulted in Instagram blocking our ID, not once, not twice but an incredible four times in 5 days of the campaign. With the volume of entries we are receiving, we’re hoping to set precedents in the voice category for participation and engagement as well.”

    On being asked if the teams sat down to create all the shapes introduced during the challenge before announcing them on social media, Dentsu Webchutney spokesperson said it spent two weeks in researching voice notes and food items that could be possibly created.

    “Having two engineer-turned-copywriters on the team definitely helped us better understand the physics of sound modulation and tailor the food items in the challenge accordingly. The objective was to increase the difficulty of the challenge with every challenge. A master list of different food items was created to be released as individual challenges, however, we ended up going ahead with the final 5 – Kebab Skewer, Nacho, Shawarma, Fish and a 21-stack pancake.”

    Concluding the discussion, Dentsu Wenchutney highlighted that in 2019, brand managers are not just looking at creating hygiene content for their social media platforms but also increasingly executing interactive campaigns as they tend to be far more entertaining and memorable for the brand in the long run. And that is where campaigns like #VoiceofHunger stand out.

    This interactive campaign surely struck an amazing chord with the brand patrons, managed to add new followers to its portfolio, and gave a ‘snack’ time to the team who sat down to listen to millions and millions of voice notes that probably did sound like hunger!

  • Swiggy’s whacky Instagram campaign – Voice of Hunger

    Swiggy’s whacky Instagram campaign – Voice of Hunger

    MUMBAI: Taking interactive campaigning a new level, popular food delivery app Swiggy has recently launched its new social media campaign ‘Voice of Hunger’ challenge on Instagram. The campaign has been conceptualised in collaboration with Dentsu Webchutney and used the newly launched feature of Instagram voice notes in a creative way.  

    The campaign will constitute 5 challenges in which the participants will have to recreate the shape of food items like a Kebab Skewer, a Nacho, Pancakes and many more, using the voice note feature. Whoever completes all 5 stands a chance to win a year’s worth of food vouchers from India’s largest food delivery platform, Swiggy. This is apart from daily prizes for each challenge. Day 1 of the Challenge was a Kebab Skewer, which garnered close to 10,000 entries with voice notes, and the brand’s follower count is already up by 2,000 courtesy the challenge.

    Speaking about the campaign Swiggy AVP Marketing Ashish Lingamneni said, “There are very few things for a marketer that match the thrill of a properly executed UGC campaign. We’re hoping this hits the right chords, literally. By innovating with the voice note feature on Instagram, we're excited to offer our audience a creative way of interacting with Swiggy and expressing their love for food, winning a year's worth of food vouchers in the process.”

    Dentsu Webchutney executive creative director PG Aditya managed to squeeze in a couple of words: “This is by far the wackiest use of Instagram yet. Watching adults blabbering gibberish all day on voice notes has been nothing but a blast. The first 12 hours of the challenge saw close to 10,000 entries. We like our inboxes like we like our excitement: overflowing.”

    So far, #SwiggyVoiceOfHunger has seen participation from social media influencers like Rohan Joshi, Srishti Bansal and TheFilmyKudi with several surprises planned around the challenge.

  • For creative agencies, Vivo IPL is India’s SuperBowl

    For creative agencies, Vivo IPL is India’s SuperBowl

    MUMBAI: For 11 years now, the Vivo Indian Premier League (IPL) has entertained the country as no other sporting event has. Not just the cricketers on the pitch but brands, marketers and advertisers have gradually upped their game to keep viewers engaged during the sporting extravaganza.

    In a bid to bring the advertising culture to the forefront of Indian sports broadcasting, Star India built a platform called the Re.Imagine Awards to recognise and encourage the creativity and innovation in the use of integrated media in advertising campaigns aired during Vivo IPL on Star Sports and its OTT platform Hotstar.

    This initiative by Star gets all the marketers, media and creative agencies to join hands, thereby pushing all stakeholders to innovate the advertising experience.

    First year of Re.Imagine Awards was a major success, with all the big brands and agencies participating. Over 300 campaigns by 120 brands vied for the awards. Brand Factory, Amazon, Dr.FIXIT, Sprite, Peter England, Swiggy, Tata Sky, Vivo and Fevikwik were some of the brands that jostled against one another to bag top honours.

    Brands have long recognised the power and popularity of cricket in India. However, with the video proliferation and regional language market expansion, more avenues seem to have opened up for the marketers to position their products.

    “The Re-imagine awards are quite unique. The fact that it focuses on one event (Vivo IPL) and the work generated and aired in it makes it interesting. Especially since the event by itself is both a massive opportunity for brands and equally a challenge of sorts to stand out in the storm of brands advertising in it. The shorter format further pushes the challenge bit. Another special feature of Re-imagine is the judging criteria of both creativity and integration," Lowe Lintas CCO Sagar Kapoor said.

    In 2018, winners of Re.imagine awards were Fevikwik for Khushiyon ke chand pal and Swiggy for No order too small. After its campaign during Vivo IPL matches, Swiggy’s ad recall increased by 62 per cent. The food delivery app saw 25 per cent growth in orders across India and 42 per cent spike in Google searches. The campaign also helped in uplifting the perception of the product proposition of fast delivery by 18 per cent.

    Swiggy ran a series of integrated campaigns throughout Vivo IPL season such as Match Day Mania, various TVCs and in-game innovation. Vivo IPL-themed advertisements explored relatable scenarios that have made Swiggy a household name today.

    “Many brands plan exclusive and relevant campaigns for IPL/cricket. This year too we will see the same. However given the reach of IPL as a platform, regular advertising works as well,” said Havas Media group CEO – India and South East Asia Anita Nayyar.

    "IPL with its undisputed reach and combination of cricket and entertainment is a zero risk property for brands. There have been many a brand launches using this platform over the years and brands earmark specific budgets for the event,” she added.

    Ogilvy, Madison, IPG, GroupM, DDB Mudra, Lowe Lintas, and Havas Media among others were some of the high-profile creative agencies that were a part of the Re.imagine awards last year.

    The 11th season of the cash-rich league enjoyed humungous reach both on TV and OTT platform of Star India.

    Building on the success of Vivo IPL 2018, the host broadcaster seems to be carving open more avenues for brands and marketers to collaborate for the latest edition.

    For instance, Star is putting together custom integrations and ad-tech solutions for television and digital respectively. This initiative of the broadcaster has been devised keeping in mind start-up companies that intend to use cricket as their preferred choice of vehicle for maximum impact.

    The American SuperBowl continues to remain one of the most awaited sporting leagues around the world from an advertising perspective. Agencies and brands create customised ads for the SuperBowl, spending millions of dollars on their campaigns to conjure up an iconic moment of marketing.

    In a conversation with Indiantelevision.com last year, Star Sports CEO Gautam Thakar had said, “In the US, as you know SuperBowl has been on for a long time and this has built-up. It is like high points of the year and there is a lot of social viewing and from the advertising perspective, people actually take pride in what they have created and are very expensive. Some of the ads only air at the time of SuperBowl and they spend millions of dollars doing that, but it breaks through the clutter and gets them virality.”

    Kapoor and Nayyar believe that Vivo IPL is the SuperBowl of India.

    “Besides being a big property, IPL is great for its very content. People do not watch IPL for ads but they will definitely watch our ads more because of the IPL. So it remains one of the most exciting platforms to land our brand messages,” Kapoor added.

    Thakar had pointed out that broadcasters can play a limited role but ultimately marketing professionals need to drive the agenda of matching the Vivo IPL advertising to the SuperBowl standard.

     “We had Re-imagine awards for IPL, it was the first time we were doing it but the idea behind that was to spur the marketing community to think of the IPL in a different way and create advertising for the IPL. We will do the awards every year now to showcase what is the best advertising. In our own little way we are trying to enable it but ultimately the marketers need to embrace it,” he added.

    As the 2019 Vivo IPL season inching closer by the day, Star India has announced the latest edition of the Re.imagine awards. The competition is bound to heat up as gurus and creative geniuses aim to deliver for cutting-edge, ground-breaking and pioneering campaigns. The audience can look forward to some unique and interesting campaigns this year as well in addition to the high-octane action on the field.

  • Swiggy boosts computer vision technology, aqui-hires AI start-up Kint.io

    Swiggy boosts computer vision technology, aqui-hires AI start-up Kint.io

    MUMBAI: Online food delivery platform Swiggy has acqui-hired a Bengaluru-based AI startup Kint.io for an undisclosed amount.

    As part of the process the founding members of Kint.io, Pavithra Solai Jawahar and Jagannathan Veeraraghavan along with the rest of the team, will join Swiggy’s workforce to boost its computer vision technology and superior consumer experience.

    Kint.io is the first technology-led acqui-hire for Swiggy, as it makes large investments in its long-term strategy of building AI-first platforms that enable convenience to consumers.

    Kint.io was founded in 2014, and uses deep learning and computer vision to object recognition in video. Last year, Swiggy hired Dale Vaz as head of engineering to help build AI-driven systems to help hyperlocal discovery and on-demand delivery.

  • Dentsu Webchutney, Swiggy help you save an hour every day

    Dentsu Webchutney, Swiggy help you save an hour every day

    MUMBAI: For its latest campaign, Swiggy has partnered with Dentsu Webchutney, the digital agency from Dentsu Aegis Network, to tell people how Swiggy can help them save one hour in the day, and what to do with it. In the campaign entitled #OneHourMore, Swiggy’s pup, Coco, shows us that on days when we want an extra hour and choose to leave the food to someone else, there is always Swiggy. 

    Swiggy AVP-marketing Ashish Lingamneni said, “With our hectic schedules and lifestyle, urban Indians are often left struggling to find the time to do the things we love. With the #OneHourMore campaign, we’re channelling a very common thought among all of us- what would I do if I could get a little more time on my hands? As everyday food ordering becomes increasingly common among Indians, Coco, the little pup gives us relatable options we can choose to spend our time on, leaving getting a meal on the table to Swiggy.”

    Dentsu Webchutney, Bangalore associate creative director Ninad Gawhankar said, “With the One Hour More films and microsite, we took a creative spin on the cliché of ‘a dog’s life’, to show that, if you really get down to it, there are ways to take an hour out in the day to do the things you love.”

    The campaign is anchored around two key assets. A film that shows a jumpy little pup that is making the most of his human’s one hour in the kitchen and a unique microsite where he gives you tons of fun suggestions on how to use that additional hour.