Marketing nuggets — 2024 August Sept round up — Swiggy, Onam, Ganesh Festival
Indias festival season starts with Ganesh chaturthi and thus we saw a slew of advertisements in this season. If brands are spending that kind of money on every other festival, then it could be make sense to catch the audience attention. The Ganesh chaturthi ad vertisements dwelled upon societal equality, religious equality and majorly togetherness and love in all of it.
The best that caught my attention was Tanishqs ad which depicted elderly men who wanted to gift their caretaker with a ganesh pendent. A short ad, making the point with innocence and love depicted. The ganesh pendent made it occasion relevant, too. The briefness of the ad stood out for me, and the emotional chord was struck, too.
https://youtu.be/qNR9OU343vo?si=c02t_U5Y379XhBoL
The Krishna teas one also stood out for its portrayal of sentiments, which goes into the making of Ganesha idol, although the ad was too long for keeping the audience interested.
https://youtu.be/qNR9OU343vo?si=c02t_U5Y379XhBoL
Now the next big festival of one of the south states, Onam. The most interesting ads of all are of Zomatos. What a spectacular ad at that. It covers the sentiment of every malayali — Onam calling, the thrive of every one from that state to get back home for the festivities. In that journey, they covered the apt glimpses of festivities like pulikali, maveli, and such with elan, and the music was very apt too. The ad ended with the purpose of the brand driven home with ordering for a large group that landed home with the young professional who landed home with everyone who helped her in the journey back.
The ad is here:
https://youtu.be/DFuXoeaHV1o?si=BY3msTsj0qlmF6GP
Another ad which caught attention which featured the very revered Asura King Maveli of this specific festival, featured on a shopping spree for mattress and he zeroing in for duroflex for its “ guna menma” — goodness and not for discount which is a tagline for all other festive offers. The background score is very very apt.
https://youtu.be/WZ6ffMFXpTc?si=2XjvkQNnTuvveSb1
Ramraj although a tamil brand for lungi, which is an attire used in both the states, makes it local by featuring an actor who is famous in both the states, who is speaking the slang of different regions of kerala. Which showed the brands commitment for localisation and the usage of Jayaram as he mascot also helps. Although it didn’t have anything specific for Onam, as it just showed some festivities happening in the background of it.
https://youtu.be/x1Dcm6Y-CE0?si=AA-vmFY2lf2LGU5c
Now, going to a new feature introduction by a brand that is into instant delivery. Swiggy — group ordering. They featured the memers of today’s world as collaborators and showed how that diverse group might order on this app and get it done. Interestingly, none of these meme creators I was familiar with, as most of them seemed north based ones. But it does depict the eccentricity of groups and chaos, which ensues when the quintessential question we all get asked “ Kya khayenge App” — what food will you have? In group meetups. The tagline which they have used, which is in lines of group dynamics, could strike a chord for the North Indian audience may be, but it was too long for it to be called tagline too. Something in the lines of “ Blah blah……. Poora gang nikhaltha hai”. The antics which the collaborators depicts clearly shows the whackiness which might appeal to genz who would be the major user of this feature which can handle 40 members, which is amazing.
https://youtube.com/shorts/mAU6b6fsRJY?si=qsJyk5kmS0J9YUxd
Now my best pick …” you name it, we’ll get it” of Swiggy instamart. What a creation which shows the instantaneous of our orders now a days. Most of these apps give a SLA of 10 minutes delivery, which is insane and at what cost of logistical planning or safety of rider are we doing it is questionable. The same craziness is seen in this ad in which a girl who is lazing is wanting to order broom but types groom. And nonchalant swiggy delivery personnel enter a wedding and pick up a bengali groom and shoot off to deliver. But on correction, it delivers back, too. The hilarious depiction of customer centricity was aptly delivered by everyone on screen. The acting to the point and brevity of advertisement made it very humorous and enjoyable.
https://youtu.be/qNR9OU343vo?si=c02t_U5Y379XhBoL
So swiggys this ad definitely was a winner.
