Ad Campaigns
Swiggy Instamart helps fathers save the day with the #SuperPapa campaign
Mumbai: Swiggy Instamart, India’s leading quick commerce grocery delivery platform, is set to captivate audiences with its latest campaign, ‘#SuperPapa’. Centered around the theme “Go from papa to super papa in 10 minutes,” the campaign featuring an endearing father-daughter duo exemplifies Swiggy Instamart’s commitment to delivering unparalleled convenience to every consumer in every situation.
Starring Mukul Chaddha and Aurra Bhatnagar Badoni as the father and daughter, it portrays the special bond between fathers and daughters, as it traverses through relatable, slice-of-life situations and hiccups that are quickly resolved with Swiggy Instamart’s 10-minute deliveries.
The campaign hinges on a simple, yet universal insight: No matter how much we plan, something can always go wrong. The fridge breaks down in the middle of the night. Your teenage daughter remembers she needs something for school urgently. The list goes on.
One of the TVCs showcases how the daughter faces a last-minute panic realizing that she forgot to buy a geometry box for school the next day –her father, though, has everything under control by getting it delivered via Swiggy Instamart. The second TVC shows a visibly upset daughter when she realizes she has run out of sanitary napkins. Sensing her distress, her father pacifies her by placing an order on Swiggy Instamart and getting it delivered in 10 minutes.
These TVCs beautifully capture the essence of fatherhood, showcasing moments where fathers effortlessly tackle unexpected challenges with a little assistance from Swiggy Instamart. With Swiggy Instamart by his side, the father effortlessly manages to fix his daughter’s needs in a matter of minutes, earning him the title of #SuperPapa in her eyes. Through these heartening narratives, Swiggy Instamart reinforces its commitment to providing quick and reliable solutions for families, ensuring that no need is too big to overcome.
“Raising a child can bring curveballs, making the parent the default fixer. This campaign embodies how Swiggy Instamart has parents’ backs no matter what the sudden ask,” said Swiggy VP, marketing Aparna Giridhar. “Swiggy is known for capturing everyday, relatable, slice-of-life situations and this campaign, capturing moments between a father and his teenage daughter is no different. With home needs across 30+ categories delivered in 10 minutes, Swiggy Instamart is his saviour, elevating him to a “super papa” in the eyes of his daughter.”
With over 500 brands and more than 7000 products listed on the platform, Swiggy Instamart has offerings across 70-80 categories for almost any occasion.
Tune in to witness the heartwarming tales of #SuperPapa and his daughter, brought to life by Swiggy Instamart.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
