Why is this a Swiggy ad? Internet has answers
The food delivery platform has summoned the internet to come up with the craziest theories for a prize of Rs 1 lakh in Swiggy money
Netizens have been having a rollicking time on Swiggy's social media pages after the food delivery app posted a cryptic image with the question "Why is this a Swiggy ad?" The internet obliged and has been commenting on Swiggy's Twitter thread and Instagram comment section. After all, there's a Rs 1 lakh Swiggy money reward for the craziest theory.
It all started when Swiggy posted a retro-futuristic style ad with many iconic elements like the Gulab Jamun uncle, Instamart paper bag, Bisleri 5-litre bottles and the dubious satellite image forward of India lit up during Diwali in it.
drop your wildest and funniest theories with hashtag #WITASA to tell us why is this a swiggy ad and WIN 1 LAKH IN SWIGGY MONEY ?? pic.twitter.com/87IbYh1v2J
— Swiggy (@Swiggy) October 13, 2022
By decoding the surrealistic elements in the ad, netizens are asked to come up with the craziest answers to the question with the hashtag #WITASA (Why is it a Swiggy ad?). The campaign website (www.whyisthisaswiggyad.com) is designed to help fans of the campaign explore each element in extreme detail, and unlock hidden clues that will help them crack the mystery.
But first, describe the appearance of the moon. An Idly or a Rasgulla?
— Swiggy (@Swiggy) October 13, 2022
haha but you think he would go back?
— Swiggy (@Swiggy) October 13, 2022
haha but what about the other uncle throwing water?
— Swiggy (@Swiggy) October 13, 2022
But first, describe the appearance of the moon. An Idly or a Rasgulla?
— Swiggy (@Swiggy) October 13, 2022
why do you think this is from future?
— Swiggy (@Swiggy) October 13, 2022
but what about rasgulla uncle as astronaut?
— Swiggy (@Swiggy) October 13, 2022
but where is the wife?
— Swiggy (@Swiggy) October 13, 2022
how can you be so sure those are drones?
— Swiggy (@Swiggy) October 13, 2022
but what about the instamart bag?
— Swiggy (@Swiggy) October 13, 2022
Swiggy's Twitter handle has also been quite proactive, replying to every zany answer with a probing question that encourages the poster to improvise further.
"Conceptualised and designed by Talented, the ad turns the basic premise of advertising on its head. Instead of focusing on the coherence of message and brand connect, WITASA makes the brand connect itself to the device to engage - and reward fans, with Rs. 1 lakh in Swiggy Money. Talented engaged with partners Nishikant Palande & Web Dimension to take the campaign experience across print, OOH and digital," said the company.
Ashish Lingameni, Head - Brand, Product Marketing and Sustainability at Swiggy adds “Given how ubiquitous Swiggy is and how we have become a part of the cultural fabric, we believe that users can imagine Swiggy playing a role in almost any situation and context. Additionally, younger digital-first users are also increasingly looking for brands to engage them with experiences rather than just target them with ads. These two together took us down an interesting road of turning an advertisement into an online discussion of Why is this a Swiggy ad. Effectively, the greatest ads are those that result in furious discussion amongst users and this campaign is conceptualized to try and make precisely that happen.”
“While I know the answer, I can’t tell you WHY this is a Swiggy ad but I can tell you HOW it became a Swiggy ad. It was the most enjoyable creative process, with relentless hours of making plots and sub-plots and weaving a story that you’d hear only once in your lifetime. The inspiration was 50s illustration style and sci-fi comics and movie posters (think Other Worlds, Space Man, At the Earth's Core). It was a conscious choice to make the visual an illustration to break the monotony and also to fully justify the madness we had in our minds. And of course, it took a village. Right from a fantastic client team, who was the secret sauce in making this campaign come alive at its creative best, to my colleagues at T6D and to partners like illustrator Nishikant Palande and website partner Kalpit Dwivedi,” says Teresa Sebastian, creative at Talented.
The campaign has been rolled out through OOH in Mumbai, New Delhi and Bengaluru on October 13 with a front-page print ad in Times of India in Bengaluru and New Delhi, according to reports.
