: In the past we used IPL for category creation for food & this time it’s for Instamart: Ashish Lingamneni, Swiggy #IndiaNEWS ##SSIPLWatch Ashish Lingamneni, Head of Brand at Swiggy speaks to Social

@IndiaNEWS

Posted in: #IndiaNEWS #SSIPLWatch

In the past we used IPL for category creation for food & this time it’s for Instamart: Ashish Lingamneni, Swiggy #IndiaNEWS ##SSIPLWatch
Ashish Lingamneni, Head of Brand at Swiggy speaks to Social Samosa about the brands IPL marketing strategy. In the past Swiggy has seen success with IPL; post their Gulab Jammun campaign the brand saw a 30% jump in the searches for the sweet on the platform.



Swiggy has been an IPL constant in the last few years. According to the brand, post the infamous Swiggy Gulab Jammun campaign, a 30% jump in the searches for the sweet on the platform was witnessed. This year, Swiggy takes it a notch ahead, with an official partnership with BCCI and an extensive campaign for Instamart, the background of which we catch up with Ashish Lingamneni, Head of Brand at Swiggy.   



Lingamneni Social Samosa that “There is no definition for a perfect ad. � He opines that the idea should be to keep the ad simple but fun and relatable. “Ultimately the core message should drive value for the brand. � 



Here’s more on what he had to say about Swiggy’s association with IPL as a marketing vehicle how they’re using it to drive market penetration for Instamart in the quickly cluttering Quick Commerce segment, their regional marketing approach, and more.   



Swiggy has had a long association with IPL & has created some of its most successful campaigns (Gulab Jamun uncle!) during this phase. Since the beginning, what has been your marketing objective or KPI from IPL & how much has it managed to deliver? 



IPL is one of the most celebrated sporting events in the country and provides an excellent platform to boost Swiggy’s product offerings and brand love. If we look at the last few years, Swiggy has always engaged with the cricketing event as a tool to launch innovative marketing initiatives.



So, for every IPL edition, we have a distinct objective. We understand that it is going to be a large-scale event and it is a case where food, snacking, entertainment, and cricket go hand in hand. We use IPL to drive the objective that is most important to us.  



In the past we have used it very effectively for category creation for food and this time, as Swiggy has a great offering in the form of Instamart, we’re doing the same for quick commerce.  



In this edition, we’ve launched a single thematic campaign across food and grocery for the very first time.  With the #AapKisekeSaath Dekhoge campaign, Swiggy intends to creatively engage with their existing customers while also tapping newer ones serving viewers everything from match time munchies to their favourite dishes with convenience.



Fun Fact: In 2018, a week into the Gulab jamun ad, we witnessed a 30% jump in the searches for the sweet on the platform.

Intraday stocks under 50 NSE India Twitter of India

Vote Up Vote Down

Login to post a comment!