Swiggy reimagines iconic Indian TV ads for new Instamart campaign

Conceptualized by Lowe Lintas, the Swiggy Instamart aims to evoke a sense of nostalgia for Swiggy’s express grocery delivery service with its latest TVCs.

Swiggy has launched a series of new television commercials (TVCs) and digital videos for its grocery delivery service, Instamart. Using clever retakes on some of the most iconic ads from the last two decades, the TVCs illustrate plausible use-cases for the Instamart service and aim to highlight its quick delivery time of 15-30 minutes.

The first Instamart TVC launched in September 2021, follows a hilarious take on ‘Kya Aapke toothpaste mein Namak hai?', featuring an old lady being annoyed on realizing that she has run out of salt to go with her fries. Soon after, a reporter pops up asking if there is salt in her toothpaste. The old lady gets further frustrated due to the absence of salt on her table, let alone in her toothpaste. Quickly enough a Swiggy delivery partner arrives with a salt packet in hand, while a voice-over plays in the background, “Need salt instantly? Use Swiggy Instamart. Groceries and more, delivered in 15-30 minutes!”

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The second TVC that recently went Live, follows a similar quirky route, showcasing the popular duo who go into a daze every time they take a bite of a chocolate bar. The commercial shows the goofy twins in the familiar setup of a tailor shop wherein they ask the tailor to shorten the length of a trouser. To pass time, they dig into their pockets looking for their favorite chocolate bar only to come up with empty wrappers. As they stand staring at each other, a Swiggy delivery partner calls out to them offering the much-desired chocolate bars as the voice-over plays in the background.

Ashish Lingamneni, Head of Brand, Swiggy, said, “Swiggy is committed to bringing convenience to consumers’ doorstep and has pioneered the quick commerce model for instant delivery of groceries and essentials for the time-pressed urban consumer. As an advertiser, we love being at the intersection of entertaining viewers while also showcasing how our services add value to their lives. Our latest Instamart ads do just that while driving home the point that, no matter what the situation, you can rely on Instamart to provide for your grocery needs, be it a packet of salt or a bar of chocolate to satiate your late-night cravings.”

“Launching a new product in the grocery delivery space, one that is inundated by so many strong players was a real challenge. So we decided to grab eyeballs with a unique idea - by riding on the nostalgia of some beloved ads and giving it a humorous twist. The objective was to deliver Swiggy Instamart’s message in a novel format, one that would stick out as an enjoyable, entertaining piece of communication. It’s no surprise that the creative team had a riot revisiting old ads and marrying them with our offering – all as an ode to the classics", said, Puneet Kapoor, Regional Creative Officer, Lowe Lintas, Bangalore.

The TVCs are being aired in English, Bengali, Kannada, Tamil, Telugu, and Marathi across general entertainment channels meant for sports, English movies, Hindi movies, Hindi music, and more. They are also available on Swiggy’s digital channels.