e-commerce
Swiggy orders fresh talent, puts Anuj Gupta in revenue driver’s seat as VP
MUMBAI: Swiggy just ordered itself a fresh hot serving of growth—with extra toppings of expertise. The food delivery giant is turning up the heat in its growth kitchen by appointing seasoned omnichannel wizard Anuj Gupta as vice president of revenue and growth for its food marketplace. Clearly, Swiggy knows the secret sauce to stay ahead: hiring a seasoned chef of consumer-tech strategy.
Bringing more than 14 years of consumer-tech and retail mastery to Swiggy’s table, Gupta is tasked with spearheading strategic initiatives that’ll spice up user growth, revenue expansion, and brand power.
Previously, Gupta co-founded Thimblerr, transforming it into a powerhouse in fashion supply-chain solutions. Before stitching success at Thimblerr, he held key positions at Zivame, notably as chief revenue officer, dramatically shifting it from a marketplace to India’s biggest women’s intimatewear brand, driving revenue up by a staggering 12 times in just four years. Now that’s some impressive brand makeover!
Notably at Zivame, Gupta also boosted six month customer retention by 1400 basis points and increased purchase frequency by 25 per cent. These numbers aren’t just impressive—they’re sizzling hot!
At Swiggy, Gupta’s culinary magic will focus on optimising revenue streams, enhancing customer experience, and maximising platform growth. Whether it’s perfecting the recipe for customer retention or cooking up tasty innovations in user engagement, he’s got a proven appetite for results.
Gupta’s earlier stints include impactful roles at Myntra, JPMorgan Chase, and co-founding ventures like Flont and Citizens for Accountable Governance. Clearly, he loves wearing multiple hats—and looks good in all of them!
With Gupta behind the wheel, Swiggy aims to deliver an enhanced dining experience for millions across India, one delicious strategy at a time.
e-commerce
Amazon revives ‘Aur Dikhao’ with new integrated campaign
Targets everyday shopping with IPL, regional and digital-first strategy.
MUMBAI: If India loves asking for more, Amazon is more than happy to show it. Amazon India has rolled out a new chapter of its ‘Aur Dikhao’ platform, partnering with WPP to reposition itself as the go-to destination for everyday shopping, where choice, trend and value collide. The integrated campaign, led by WPP OpenDoor along with WPP Creative and WPP Production, is designed to shift perceptions around affordability while reinforcing the platform’s breadth of selection.
At its core is a simple behavioural truth: shoppers rarely stop at the first option. By turning the phrase ‘Aur Dikhao’ into a cultural and commerce cue, Amazon is attempting to tap into the joy of discovery particularly across high-frequency categories such as fashion, beauty, home and kitchen, and wireless accessories.
But this isn’t just a creative refresh, it’s a full-stack media and commerce play.
The campaign is heavily anchored around IPL 2026, where Amazon has secured prominent visibility across both linear and connected TV, including a co-powered sponsorship on CTV. It also integrates into match narratives through a branded segment, ‘Game Changing Moments Aur Dikhao’, ensuring the brand rides on high-attention moments rather than sitting on the sidelines.
Beyond cricket, the strategy stretches into emerging content formats. A ‘ShopTheScene’ approach embeds products within short-form storytelling, turning entertainment into a shoppable experience. Influencer-led content, timed with the IPL season, is expected to further amplify the idea of “option overload” in culturally relevant ways.
Regional depth is another key lever. The campaign has been localised across six languages Hindi, Tamil, Telugu, Kannada, Marathi and Bengali supported by on-ground activations, cinema and out-of-home partnerships in markets such as Maharashtra and Andhra Pradesh. The aim is clear: push relevance beyond metros into Tier 2 and Tier 3 audiences.
For Amazon, the ambition goes beyond awareness. The campaign is structured to create repeated touchpoints across consumer journeys, nudging new and infrequent users to turn to the platform for everyday purchases.
As e-commerce competition intensifies, ‘Aur Dikhao’ signals a strategic shift from being a place people visit occasionally, to one they instinctively return to. Because in the battle for daily habits, sometimes the winning move is simply to show more.
