Brand Delight: Swiggy's Dahi-Shakkar

Swiggy's Dahi-Shakkar campaign is a great example of creating brand delight, cost efficiently.

Check it out here.

Users are led to the app to feed Indian Captain Rohit Sharma dahi-shakkar before the upcoming India-Pak match.

The simple animation combines a huge topical moment (India-Pak T20 Match) with a cultural insight (curd and sugar is often fed before an important event), while navigating legalities around cricket events.

Without using 'T20' branding, the brand uses caricature styles, colours and numbers to capture the topical wave. Brands have been using these methods since the dawn of social media, but a post no longer makes the cut. This step up gets users to the app, and allows them to engage with a delightful moment while building brand recall.

Swiggy Instamart recently launched their 'Yeh se leke Woh' campaign with Rohit and Ritika; another (far more expensive ) way to ride the topical wave.