Havas Media Tribes – the strategic partnership between Havas Media Group India and the Tribes Group has rolled out yet another unique and high decibel OOH campaign of the year. And this time it is for Swiggy Instamart – the long-standing client of Havas Media Group. This multi-city, high-impact, extensive OOH campaign, also includes Asia’s biggest billboard at Bandra Western Express Highway (ROB) Mumbai.
Swiggy Instamart, a pioneer in the quick commerce segment, wanted to occupy a distinctive space in the minds of consumers by establishing two of its core propositions: ‘instant delivery’ & ‘instant convenience’. Since the business of delivery is all about speed, transit and ease, what better medium to break through the clutter and resonate with the audience than the out-of-home medium through vibrant and eye-catching visuals.
The month-long campaign featuring 36 different smart creatives & vernacular content (a crucial part of this campaign in order to maximise audience connect), utilises 5 lac sq ft of the display area on traditional billboards, hoardings, unipoles, FOBs and bus shelters across key locations in 19 major cities in India – Mumbai, Bangalore, Kolkata, Delhi, Noida, Gurugram, Lucknow, Hyderabad, Coimbatore, Vizag, Ludhiana, Chandigarh, Pune, Jaipur, Indore, Goa, Chennai, Kochi and Ahmedabad, including Asia’s largest site at Bandra, Mumbai. In addition to key arterial routes, malls and airports were also targeted, DOOH was used to penetrate residential clusters, and transit media formats such as cab branding, branding inside metros & metro stations were also used for effective & high visibility.
Apart from its superfast delivery promise & expansive range of grocery products, the campaign also highlights Swiggy Instamart’s attractive offers for first-time users.
Ashish Lingamneni, Head of Brand, Swiggy said, “With Instamart now present in 19 cities, the overwhelming response we are receiving for this instant grocery delivery service is a testament to our mission to bring unparalleled convenience to our consumers. As part of our 360-degree marketing campaign, we used OOH as a key lever to promote Swiggy Instamart’s proposition. Havas Media Tribes has been instrumental in identifying the right locations across cities while maximising our reach and visibility. We have received a lot of positive response for this campaign”
Gour Gupta, CEO & MD, Tribes Group, said, “The strategic alliance with Havas Media Group India is an exciting partnership that gives us an opportunity to create meaningful campaigns for marquee clients in this competitive environment. The objective of this campaign is not just mass visibility but also tracking the effectiveness by mapping the coordinates of the sites to the orders received in that region. We created a plan basis Instamart’s serviceability area, wherein the coordinates of each site were checked and selected precisely. The execution by the team was seamless and was no mean feat, given the logistical challenges involved.”
Saurabh Jain, Managing Partner – South, Havas Media, said, “The Havas Media Group and Tribes strategic alliance reinforces Havas’s operating system of MX, that empowers our clients with tools to build more meaningful media experiences. For a disruptor brand like Swiggy, we had to take the high road, a category leadership stance in the post-lockdown world, by launching this high-impact and meaningful OOH campaign.”
Havas Media Group has been working on this unicorn – Swiggy’s account since 2016 and also bagged the media duties of Swiggy Instamart, further consolidating the agency’s relationship with Swiggy. The new OOH campaign by Havas Media Tribes Group is an extension of engaging and ground-breaking work that the agency has been doing for the food aggregator’s key verticals including Swiggy Genie (pick up & drop service), Swiggy Access (private brands) and now, Swiggy Instamart.