Swiggy Launches Campaign with 'India’s Got Latent' Stars for 10-Minute Meals

Swiggy has unveiled a new marketing campaign that taps into the viral success of YouTube's popular show India’s Got Latent. The advertisement, now featured on Swiggy India's official Instagram account, highlights the platform's "Bolt" service, which promises 10-minute meal and beverage deliveries.

The campaign stars several contestants who rose to fame on the show, including Keshav Jha, Sharon, Naman Arora, Suryansh Tiwari, and Sewashree Burah. These contestants brought their signature acts from the show to the ad, adding a touch of familiarity and humor for fans of India’s Got Latent.

A Dream Sequence with a Twist

The ad centers around Naman Arora, who dreams of encountering the other contestants, each reenacting the quirks that made them famous. Suryansh Tiwari channels his trademark India’s Got Latent performance by mimicking Bollywood superstar Salman Khan, while Sewashree Burah strums a guitar. Sharon, known for her distinctive laugh, takes on a spooky ghost-like persona, and Keshav Jha reprises his signature style, making the sequence more eccentric by the minute.

As Arora's dream becomes more bizarre, he is abruptly awakened by his phone—a notification that his Swiggy order has just arrived, highlighting the speed and convenience of Swiggy’s delivery service.

Influencer-Driven Campaigns: A Proven Strategy for Swiggy

This campaign is not Swiggy's first attempt to leverage internet influencers. The food delivery giant has previously collaborated with online personalities like Puneet Superstar, Dolly Chaiwala, Vada Pav Girl, and Ganji Chudail. These collaborations have focused on promoting platform features such as group ordering and specialty items, effectively engaging a young, social media-savvy audience.

Capitalizing on the Popularity of India’s Got Latent

India’s Got Latent has become a cultural phenomenon on YouTube, largely due to its unique and humorous scoring format. Contestants perform in front of a panel of judges, then assign themselves a rating. If their self-assessment aligns with the judges' average score, they win the episode’s ticket revenue. This format, combined with the show's quirky and memorable acts, has led to episodes frequently trending on YouTube, often reaching the number-one spot shortly after release.

Given the show’s viral success, brands have quickly jumped on board. Each episode features sponsorships from major companies, and the contestants themselves are increasingly part of the influencer marketing landscape, attracting attention from brands looking to tap into their online following.

Swiggy’s latest campaign is another example of how companies are utilizing the show's contestants to promote their products, blending entertainment with effective marketing to capture audience interest.