MAM
Swiggy smashes creative sixer this IPL season
MUMBAI: Food ordering and delivery platform Swiggy has launched six relatable and witty television commercials this IPL season to celebrate two of India’s biggest passions — cricket and food.
The multi-lingual campaign is conceptualised by Lowe Lintas, Bengaluru. Swiggy roped in seasoned cricket commentator Harsha Bhogle and former cricketer and commentator Aakash Chopra to lend their voices to the TVCs.
The campaign highlights how Swiggy has changed consumers’ food-ordering habits with some of its unique differentiators such as ‘no minimum order’, ‘lightning fast delivery’ and ‘variety of restaurants’ to choose from. Considering the relevance of the campaign, apart from Hindi and English, the ads will be aired in Tamil, Kannada, Telugu and Bangla.
Swiggy VP marketing Srivats TS says, “The IPL-themed advertisements are fun and intriguing to watch as they explore relatable scenarios that have made Swiggy a household name today. Whether it’s a married couple or a full-fledged party watching the big matches, the idea is to showcase Swiggy’s role in changing the way India eats, by bringing out the brand benefits in a likeable and engaging manner while delivering a full entertainment experience to millions of people and fans.”
The TVCs have a simple storyline with minimal dialogues that cut straight to the chase. What makes them stand out is the execution including the comic expressions of the characters and the subtle yet smart interweaving of the spirit and sounds of the sport. It drives home the message that Swiggy is here to satisfy even the smallest of their consumer’s hunger pangs and food demands at lightning fast speeds. The TVCs are a right mix of consumer insight, targeting and product communication that is clutter-breaking and makes a mark. The films are directed by Abhinav Pratiman of Early Man Films.
“Cricketing jargon has always been part of the popular lingo in India. What we’ve tried to do with this campaign is to present the brand’s benefits in a fun, light-hearted, everyday context with cricket commentary delightfully punctuating the life situations,” mentions Lowe Lintas chairman and CCO Arun Iyer.
Besides the T20 in-game ad, the campaign will run on digital and across the brand’s social media platforms. Swiggy has also collaborated with Jordindian to create a couple of videos showcasing how cricket is best enjoyed with food ordered from the platform.
At the start of the T20 cricket season, Swiggy launched Match Day Mania, a 51-day long food festival that offers discounts across 13000+ restaurants in the cities Swiggy operates in. This integrated campaign, apart from television is being promoted across print, radio, digital platforms, as well as in restaurants.
MAM
Collective Artists Network reshuffles talent leadership
Fiona D’Souza, Jinal Jhaveri and Arjun Banerjee take expanded roles in core division.
MUMBAI: Collective Artists Network just handed the talent baton to its homegrown stars because when your agents have been building careers this long, it’s time to let them run the show. Collective Artists Network has announced the next phase of leadership for its talent management business, elevating senior agents Fiona D’Souza, Jinal Jhaveri and Arjun Banerjee to expanded roles within the division. The move strengthens the company’s foundational talent arm while it continues to grow into content creation and production-led ventures.
Each of the three has played a significant part in shaping artist careers across films, digital platforms and brand partnerships. Together they now represent the next generation of leadership for Collective’s talent operations, with a continued focus on long-term career building, strong partnerships and adapting representation to a fast-changing media landscape.
Collective Artists Network founder and Group CEO Vijay Subramaniam remains actively involved in guiding artist strategy and key relationships. He said, “Talent management has been the foundation on which Collective was built, and that philosophy continues to guide how we grow the company. As we enter this next phase, it’s important that the people leading this business have both deep context and long-term convictions.”
Collective Artists Network partner and head of talent Janahavi Rawal added, “Collective’s talent business has always been built on trust, long-term thinking, and a deep understanding of where artists want to go next. Fiona, Jinal, and Arjun have each played an important role in shaping the careers of the artists we represent, and this phase is about empowering our senior agents further while building the right support systems around them.”
The leadership evolution reflects Collective’s belief in promoting from within and creating clear ownership across verticals. In a talent world where yesterday’s agent is tomorrow’s partner, Collective isn’t just reshuffling chairs, it’s handing the spotlight to the people who’ve been quietly directing the show all along.
