Campaign India Team
Dec 20, 2021

A cat’s disappointment and a dog’s satisfaction over the arrival of Swiggy One in India

The Lowe Lintas campaign for a new membership program highlights how members can avail multiple benefits, including free deliveries and extra discounts on restaurants.

Swiggy has launched a campaign, to promote its new membership program – Swiggy One. Conceptualised by Lowe Lintas, the campaign highlights how members can avail multiple benefits, including free deliveries and extra discounts on restaurants, Instamart and Genie orders through the Swiggy One membership.
 
The first film uses a cat’s point of view to tell the tale of its owner, who would be busy running errands outside, before she got hold of the Swigy One membership. The cat, through a human voice-over explains how it loved its me-time, in the absence of the owner, who now gets all her requirements at her doorstep. The other film uses a similar narrative to show a dog’s disappointment about his owner never being home and always making runs to the grocery store. However, the dog is elated that since the owner availed of the Swiggy One membership, he has always been home. 
 
 
Ashish Lingamneni, head of brand, Swiggy, said, “While the Swiggy One membership programme offers benefits and discounts across Swiggy’s services, it was important to showcase the fact that Swiggy is truly enabling convenience to consumers through its offerings. Through this campaign, the team at Lowe Lintas, have beautifully depicted how Swiggy One can bring convenience to the consumer’s doorstep, freeing their time for their loved ones, be it their family or beloved furry pets.”
 
Sagar Kapoor, chief creative officer, Lowe Lintas, said, “The idea was to showcase how Swiggy One members get to spend more time with their loved ones. But we didn’t want to show it in a cliché way. The product itself is so different and not like regular membership services. So, it wasn’t about price differentiation or services offered. Swiggy One is everything Swiggy be it Instamart, restaurants, genie and anything else that comes from the Swiggy stable. So, while multiplicity was at the heart of the communication the medium to communicate it was something we experimented on.”
 
The films are live on digital. 
 
CREDITS:  
Client: Ashish Lingamneni, Sneha John
Agency: Lowe Lintas Bangalore
Creative: Sagar Kapoor, Kishore Mohandas, Binita Singh, Pradeap Krishnan, Charan Kumar
Account management: Sonali Khanna, Sudhir Nayak
Planning: Kishore Subramanian
Production: Lintas C:EX
Director: Prashant Madan

 

Source:
Campaign India

Related Articles

Just Published

1 day ago

Uproar: Are animal portrayals in ads a new brand risk?

Advertisers and agencies love animals, because animals sell. But a Year of the Tiger Gucci campaign that made activists growl shows that the definition of what’s appropriate may be evolving when it comes to using the world's fauna.

1 day ago

Mark Heap on ‘moving across the aisles’ to ...

Media agencies offer broadly the same services as one another, and use propositions like ‘good growth’ and ‘people first’ to establish an identity. But what do these mean, in practical terms, and how do they influence leadership strategies? Mark Heap takes us inside the industry.

1 day ago

The ride of the tiger: Feast your eyes on BMW's ...

While other brands make long, dramatic Chinese New Year films, the carmaker and TBWA's Bolt have programmed in a very different route: 90 seconds that's 'nothing but sheer joy'.

1 day ago

The Beijing Olympics: A non-starter for global sponsors

SHANGHAI ZHAN PODCAST: Beijing-based sports-marketing expert Mark Dreyer says the games will see largely Chinese brands targeting the China market, with many employing Chinese-American skier/model Eileen Gu.