How Swiggy Connects with India Using Celebrities and Influencers

Find out how Swiggy establishes deep bonds with Indian consumers through clever celebrity endorsements, local influencers, and fun, relatable campaigns.

A few decades ago, food ordering in India was laborious and unreliable, oftentimes controlled by restaurants with few options. Today, it's a completely different story. Food ordered online, set to expand at 18% a year, will capture 20% of the market. This is based on the 'How India Eats' report by Bain & Company and Swiggy. The trend toward digital ease opened the door for Swiggy to transform how India eats.

Swiggy not only filled the gap for quicker delivery but also transformed behavior, created new categories such as quick commerce, and established a brand that reaches millions of people. Across metro cities and even small towns, it has become an integral part of daily life, resonating with anyone from Gen Z food enthusiasts to busy parents buying and stocking up on groceries.

How Swiggy Changed the Way India Eats

Founded in 2014 in Bengaluru, Swiggy started as a food delivery platform aiming to bring convenience to customers' doorsteps. Over the years, it expanded its offerings to include Swiggy Instamart for groceries and quick commerce, as well as Swiggy Genie for pickup and drop services. Today, Swiggy operates across hundreds of cities in India and is one of the country’s leading on-demand delivery platforms, known for its user-friendly interface, vast restaurant network, and quick delivery service.

Swiggy is a data-led, emotion-driven influencer strategy that utilises local flavors, social trends, and real-world realities. A big part of its success also comes from how well it applies the 7 Ps of marketing. These include:

• Product: Food delivery, groceries (Instamart), pick-up services (Genie).

• Price: Competitive pricing with subscription models like Swiggy One.

• Place: Operates across cities and towns in India.

• Promotion: Influencer campaigns, social media promotions, and discounts.

• People: Delivery partners, customers, and restaurant collaborators.

• Process: User-friendly app, real-time tracking, easy payment options.

• Physical Evidence: Food packaging with brand logos, delivery gear, and customer reviews.

Now, let's dive into the key pillars of Swiggy's celebrity and influencer marketing and how they've contributed to turning the brand into something more than a food delivery company.

Swiggy's Celebrity Campaigns: A Blend of Wit and Charm

Celebrity Endorsement has time and again proven to be an extremely effective way of connecting with a large base. Done in the right manner, it adds personality and likability to a brand, and it becomes as much a friend as a partner. Swiggy has mastered this with its cutting-edge, snappy, and fun campaigns that capture the imagination of the audience. Rather than giving out mundane advertisements about their services, Swiggy's celebrity endorsements are intelligent, witty, and just like the playful nature of the brand. Here's how:

1. When Chawal Turns into Chawla: A Humorous Typo

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A commercial with Juhi Chawla, Swiggy brings out its lighthearted nature by demonstrating how a minor typo, writing "Chawla" rather than "chawal," results in a ridiculous and unforeseen chain of events. It's a wonderful instance of how Swiggy employs humor to reaffirm its guarantee: quick and guaranteed delivery, regardless of circumstances.

2. Fast, Funny and at Your Door in 10 Minutes

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Swiggy uses Rishabh Pant's dynamic personality to showcase the brand's promise of quick and timely food delivery by way of Rishabh Pant. His mischievous charm finds itself perfectly aligns with Swiggy's desire to deliver swift food to anyone, anywhere, at any time.

3. Festive Sparkle, Delivered Fast

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Swiggy cleverly features Karishma Kapoor in the festive moments to highlight its fast delivery and convenience. For Dhanteras, the brand rolled out a playful campaign around getting "sona" (gold) on Swiggy Instamart, turning a traditional festive wish into a quick, quirky reality.

4. Instant Rakhis, Instant Smiles

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Swiggy partnered with Rakhi Sawant during Raksha Bandhan to promote Instamart’s instant delivery of Rakhi gifts. The ad captures a fun and witty mood, playing on wordplay, with Rakhi herself featuring in a “Rakhi” ad, adding a humorous twist to the celebration.

Want a celebrity face for your next ad? Contact us to make it happen.

Swiggy and the Power of Influence

Swiggy has learned the art of influencer marketing by working with a diverse list of influencers to enable the brand to reach various audiences. Utilising influencers' popularity and specificity, Swiggy increases its reach and talks to customers on a level of familiarity. Be it highlighting new features, communicating offers, or just injecting some humor, Swiggy campaigns come across as new and authentic. This strategy makes the brand relevant and at the forefront of customers' minds in a competitive marketplace. Some examples of influencers that Swiggy has partnered with are as follows:

1. Swiggy Instamart: Where Humor Meets Convenience

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Swiggy has also partnered with Hoezaay, a popular influencer known for his fun and engaging content, to promote its Instamart feature. In this ad, Hoezaay humorously sings random lyrics while his friend orders a BOAT speaker via Swiggy Instamart. The ad cleverly showcases the convenience and speed of Swiggy’s services, adding a fun twist with Hoezaay’s signature style. It’s a perfect example of how Swiggy uses influencer collaborations to create memorable and entertaining content.

2. Group Ordering Gets a Meme Makeover

Swiggy’s latest ad brings together viral influencers like Puneet Superstar, Dolly Chaiwala, Vada Pav Girl, and Ganji Chudail to promote its new Group Ordering feature. The quirky film tackles the chaos of ordering for large groups, with each creator adding their signature style. With the tagline “Pathar pe pathar maare toh chingari nikalti, Swiggy pe order karne poori gang nikalti,” the ad delivers a fun take on group food dilemmas.

3. Placing a Name to the Face Behind Every Delivery Turning Pockets into Rewards

Swiggy launched an innovative campaign to highlight its HDFC Bank Credit Card with a fun video called "It's Raining Cashback." The ad features comedian and influencer Viraj Ghelani, who playfully enacts fake pickpocketing scenes. Rather than losing something, the shocked pedestrians discover rewards in their pockets, cash, and the Swiggy HDFC Bank Credit Card, adding a surprise spin to the concept of earning cashback.

Want to craft memorable influencer campaigns like Swiggy? Get in touch with us to build strategies that connect, engage, and convert.

Delivery Partners as Everyday Heroes: Putting Faces Behind the Orders

One of the strongest elements of Swiggy's influencer marketing has nothing to do with celebrities or traditional influencers. Rather, it puts the spotlight on the individuals most at the heart of its brand experience, its delivery partners.

Swiggy has always gone out of its way to humanise its fleet. Through short movies, documentary-style clips, and user stories, the brand narrates true stories of real individuals. These are not advertisements. They're peeks into the lives of people who go through rain, sun, and deadlines to deliver food to your doorstep. Here are a few initiatives by Swiggy that spotlight the real struggles and celebrate the efforts of its delivery partners.

1. Placing a Name to the Face Behind Every Delivery

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Swiggy's most effective campaign centers around the fact that delivery partners should be seen and heard, not only as "Swiggy" but by their true names. In a poignant use of storytelling, the advertisement calls on viewers to see beyond the uniform and understand the person behind it. It's a great reminder that delivery partners are an integral part of the Swiggy experience and that their efforts should be both appreciated and respected.

2. Swiggy's From Deliveries to Stoplight

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Swiggy Starhunt was a unique campaign designed for its delivery partners, offering them a fun break from routine while encouraging them to showcase their talents. Using TikTok, the campaign tapped into their love for singing, dancing, and acting. It gave them a national stage to shine while continuing to deliver happiness to hungry customers.

Swiggy's Standout Collaborations

Swiggy has consistently led the way in innovative brand collaborations, combining convenience with culture to offer experiences that go far beyond just food delivery. These partnerships elevate the brand's identity while allowing Swiggy to fulfill multiple customer needs, whether lifestyle, entertainment, or festive basics. Through partnerships with popular brands and platforms, Swiggy amplifies its Instamart experience and makes memorable brand moments that stick with its users. These partnerships show Swiggy's flexibility and its capacity to become a part of consumers' daily lives in new and interesting ways.

1. Swiggy X boAt

Swiggy partnered with boAt to offer their audio devices such as wireless speakers, earbuds, and headphones on Instamart. Whether you’re setting the vibe for a get-together or need a speaker in a hurry, Swiggy brought boAt’s products straight to your door in minutes. This partnership tapped into India’s love for music and tech, turning Swiggy from just a delivery service into a lifestyle facilitator. It’s a move that shows how quick commerce is no longer limited to food but expanding to fulfill lifestyle needs too.

2. Swiggy X Hamleys

Introducing a universe of play to the Instamart space, Swiggy collaborated with the legendary toy retailer Hamleys. This is Hamleys' first foray on the platform and introduced the platform to a thrilling new category with high-quality toys and board games. Right from surprise birthday presents to merry shopping, Hamleys' huge range of offerings was just a few taps away. It paved the way for Swiggy to be the default solution not only for everyday needs, but also for special, celebratory moments at home.

3. Swiggy X Jio Hotstar

Cricket season in India is a feeling, and Swiggy made it even more special by partnering with Jio Hotstar. With this integration, users were able to order food from Swiggy POP, its carefully curated single-serve meals, right within the  Jio Hotstar app while watching live matches. The integration ensured that fans could keep watching each ball without having to switch screens to order food. It's a great demonstration of how Swiggy seamlessly integrates into moments of entertainment and joy, providing value through intelligent, user-centric innovations.

These collaborations show how Swiggy is constantly evolving and reimagining convenience for its customers. Whether through offering gadgets, toys, or integrating food delivery into live events, Swiggy’s brand partnerships continue to enhance user experience in fresh and exciting ways.

Swiggy’s journey highlights how impactful celebrity collaborations, influencer campaigns, and brand partnerships can be when done thoughtfully. By tapping into trends, festivals, and everyday moments with relatable faces and creative storytelling, Swiggy proves that marketing isn’t just about visibility; it’s about relevance, engagement, and value.

How Can You Make Your Brand More Visible and Impactful?

Here's How Tring Helps:

• Celebrity Endorsements: Hire leading celebrities to bring authenticity and build brand awareness.

• Targeted Influencer Campaigns: Collaborate with influencers of your target audience to connect better.

• Event Appearances: Get stars and creators to represent your brand at events, launches, or pop-ups.

• Production Support: From concept to creation, we handle end-to-end content production to tell your brand story effectively.

Ready to take your brand to the next level? Let's build something that matters together!