Havas Media Tribes launches high-impact OOH campaign for Swiggy Instamart

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Havas Media Tribes, a strategic partnership between Havas Media Group India and the Tribes Group, has launched yet another high-decibel outdoor campaign of the year.

And this time it’s for Swiggy Instamart, a long-time Havas Media Group customer.

Asia’s largest billboard is located on the Bandra Western Express Highway (ROB) in Mumbai as part of this multi-city, high-impact, extended OOH campaign.

Swiggy Instamart, a forerunner in the rapid commerce market, sought to distinguish itself in the minds of customers by emphasizing two basic propositions: “immediate delivery” and “instant convenience.”

Because the delivery business is all about speed, transit, and convenience, what better medium to break through the clutter and connect with the audience than out-of-home advertising with vivid and eye-catching visuals?

The month-long campaign, which uses 5 lac sq ft of the display area on traditional billboards, hoardings, uni polls, 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 – features 36 different smarts.

In addition to major thoroughfares, malls and airports were targeted, and DOOH was used to penetrate residential clusters. Transit media formats such as cab branding, branding inside metros, and branding inside metro stations were also used for effective and high visibility.

The commercial showcases Swiggy Instamart’s tempting deals for first-time users, in addition to its rapid delivery promise and a vast choice of supermarket products.

“With Instamart now available in 19 cities, the incredible reaction we are experiencing for our quick grocery delivery service is a testament to our commitment to bring unsurpassed convenience to our clients,” said Ashish Lingamneni, Swiggy’s Head of Brand.

We employed OOH as a crucial lever in our 360-degree marketing campaign to promote Swiggy Instamart’s concept.

Havas Media Tribes has been crucial in selecting the best sites across cities while also increasing our reach and awareness. This campaign has gotten a lot of great feedback.

Havas Media’s Managing Partner – South, Saurabh Jain, said: “The strategic relationship between Havas Media Group and Tribes strengthens Havas’ MX operating system, which gives our customers the tools they need to create more impactful media experiences.

We had to take the high road, a category leadership stance in the post-lockdown environment, for a disruptor brand like Swiggy, by launching this high-impact and relevant OOH campaign.

Havas Media Group has been working on Swiggy’s account since 2016 and recently won the media obligations of Swiggy Instamart, solidifying the agency’s partnership with the unicorn.

Havas Media Tribes’ latest OOH campaign is an extension of the agency’s engaging and ground-breaking work for Swiggy’s main verticals, including Swiggy Genie (pick-up and drop service), Swiggy Access (private brands), and now Swiggy Instamart.

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