Instamart's Campaign Features Southern Stars Duo Simran & R. Madhavan
Instamart, Swiggy’s quick commerce grocery service has launched a multi-platform brand campaign titled “Healthy Disses” featuring southern stars Simran and R. Madhavan.
The campaign features a mix of 30-second TV spots created to reframe ordinary, everyday banter in a Tamil, Kannada, Telugu, and Malayali household.
The new campaign spans TV, digital, print, and outdoor.
Ashish Lingamneni, Head of Brand at Swiggy, says, “While this is Instamart’s first celebrity-led campaign, it puts the grocery needs and conversations of any southern household front and center. Taking cultural insights unique to this part of the country, our aim is to build a strong brand connection and affinity with customers in the southern cities, even as Instamart grows to become their go-to platform for monthly grocery needs. I am confident the ad films, which capture the relationship between an everyday couple will successfully help us drive home our point of purchasing groceries at an affordable cost on Instamart”.
Deepan Ramachandran, Founder of Mind Your Language, shares, “A lovely insight leads to a lovely story. The practice of gently scolding your loved ones after vegetables and grocery items is very rooted in Tamil Nadu and most parts of South India. This insight fit beautifully with Instamart’s brief given to us. And when you bring back the delightful pair of Madhavan and Simran to bring the idea alive, magic happens. We believe this campaign will make an emotional connection with the consumers and firmly plant Instamart as their go-to-app for groceries and veggies."
