How Swiggy tapped the rhythm of Instagram Music
Interactions on social media have helped Swiggy reach its audience, while bringing forth a take on trending topics, says Ashish Lingamneni, AVP Marketing, Swiggy
The launch of Instagram Music in India has caught the attention of brands but one that has stood out is Swiggy.
The food delivery platform has personified in the musical creative every emotion in between feeling hungry and waiting for the food to get delivered.
In a chat with exchange4media, Ashish Lingamneni, AVP Marketing, Swiggy, spoke about the importance of moment marketing and memes in today's times. “Moment marketing refers to the creation of campaigns around current events. Events that people can relate to, with the brand’s take on it. Our interactions on social media helps us to reach our audience while bringing forth Swiggy's take on trending topics,” he said.
Moment marketing has worked well for Swiggy, especially during cricket events, real-time challenges like FaceApp and the 10-year challenge, or product launches like Instagram Music, Lingamneni said. “They generate brand recall during these events and make consumers look forward to engaging with us. It also goes in line with the overall tone and image of the brand i.e. young and witty.”
Asked about how Swiggy came up with the idea for the musical creative, the AVP Marketing said, “Swiggy has been able to take a pulse of topics that are trending on the internet or has the possibility of going viral. The Instagram Music launch was a great opportunity for us. We took an interactive post route, which depicted the musical journey that begins from the time one is hungry till the time the food is delivered.”
Conceptualised by One Hand Clap, Swiggy has taken the social media platform by storm through the creative music story.
We spoke to industry leaders on this new trend and what it holds for brands.
According to Pranabir Singh, Director, Media Planning, DCMN India, “Music is a genre that is highly attractive to the millennials and cannot be neglected by brands. For marketing the moment, brands should be clear in their minds about the moment that they intend to market.”
Other examples of musical association have been Coke Studio where Coke used music to leverage its brand and attained a signficant audience engagement. Micromax too sponsored Unplugged with the same goal.
Singh said Swiggy’s Instagram creative was a smart move.
Talking about how digital brands have used moment marketing for greater audience engagement, he said, “Digital-first brands use moment marketing to establish themselves and target consumers. Through an active presence on social media, these brands go viral and attract audience engagement. Moment marketing done in a controlled manner is good for both brands and the audience.”
According to Ashvaree Das, Chair and Professor at Applied Communications Division, moment marketing has an immense potential to make a creative go viral, provided the content is relevant and trendy. “Timing is key, you have to build a friendly relationship without sounding overtly promotional. While such content is planned months in advance, companies may go for moment marketing in live events as well. It is possible for marketing campaigns to be rigid and outdated as content creators may get stuck in a rut, therefore brands use social listening tools to monitor customer activities to engage in moment marketing and make the most of this opportunity.”
