Why is this a Swiggy Ad? (2022)

Swiggy, India's leading food delivery app, wanted to remind its audience of their love for the brand during Diwali and solidify its position in pop culture. So instead of making an emo, sappy ad about people using Swiggy, we pulled an Uno reverse. We created a bizarre space-themed artwork filled with 30+ easter eggs, featuring our beloved brand mascot Gulabjamun Uncle and asked the people of India- why is this a Swiggy ad? Leveraging fan culture and co-creation, the campaign engaged younger, internet-savvy audiences and encouraged them to think deeply about their personal psychological contracts with the brand. And they did- they posted tweets, memes, comments, videos, even songs to explain their theories about why this surreal artwork was a Swiggy ad. A week later, our campaign was the most searched question on Google India.