Swiggy takes the misdirection route to direct consumers to weekend offers

Swiggy has rolled out a campaign for its 'weekend' offering, through which it offers users a discount on food orders.

 

Conceptualised by Mind Your Language, the campaign consists of five films (three in Hinglish and two for South India), through which the brand aims to misdirect viewers to a serious situation before introducing the offer. 

 

Aparna Giridhar, vice president - brand marketing, Swiggy, said, “Our consumers order a lot more on weekends, 25% more to be specific. Hence we wanted to celebrate the joy of weekends through irresistible offers on Swiggy and the 'Swiggy Weekends' campaign came to life. We've used the popular misdirection route to drive home the fact that - no matter what the situation, good food at great prices is always in our minds. So if it's the weekend then it's time to Swiggy!"

 

The campaign is spread cross digital, TV, outdoor and social media.

 

CREDITS: 

 

Creative agency: Mind Your Language!

Creative directors: Deepan Ramachandran and Pandiyaraj

Art: Sandeep CG, Joshua Chakravarthy and Siva Subramani

Client servicing: Maria Xavier Vinod and Sharvani Sadhu

Creative writer: Rohan D'Souza

Swiggy - VP - marketing: Aparna Giridhar

Director - brand marketing: Sneha Elizabeth John

General manager - brand marketing: Ishita Mehta