Ad Campaigns
Swiggy targets modern-day Indian families in new campaign
MUMBAI: Online food delivery platform, Swiggy, has launched its third series of television commercials and digital campaign, that are reflective of new-age India and its changing culinary culture.
With a tagline- Swiggy karo, phir jo chahe Karo!, these quirky and witty TVCs offer a glance at the Indian families of today, where consumers are increasingly investing in sharing new experiences with family members while turning to the convenience of ordering online for food through Swiggy.
Conceptualised by Lowe Lintas and produced by Corcoise Films, the ads touch upon everyday scenarios, shedding light on how consumers are spending more time on learning something new or bonding with their family. The videos make for a captivating watch as they explore relatable, real-life situations in our homes, where Swiggy has become an integral part. They also celebrate Swiggy’s strongest assets-convenience, reliability and variety.
Staying true to Swiggy’s style of short but impactful commercials, the 25-30 second videos are replete with subtle humour and whimsical moments. The TVCs explore everyday scenarios like conversations between a mother and child, dining table discussions between a family and a dialogue between three generations of women in a family, as Swiggy helps them prioritise quality time with loved ones.
Swiggy VP marketing Srivats TS says, “Swiggy’s TVCs have consistently communicated to consumers in extremely relatable ways. The campaign celebrates three aspects of the modern Indian family – Super Moms, Food and Swiggy. It delves into how families of today are increasingly choosing to invest their time in connecting with loved ones and learning something new, while leaving the task of getting a meal on the table to Swiggy!”
Lowe Lintas Bangalore president Hari Krishnan adds, “This is a campaign that is meant to increase penetration for Swiggy amongst the household segment most of whom are non-users or infrequent users. We had to strike a balance as a brand that aids or enables great food experiences rather than replaces the food that is made at home. We’re happy to have hit the sweet spot, once again.”
Within a week of the first TVCs from this campaign going live, it has already received a lot of consumer love and appreciation on social channels. Apart from Hindi, the TVCs will be aired in Bengali, Kannada, Malayalam, Tamil and Telugu. The campaign will also run on digital and across the brand’s social media platforms.
This campaign comes on the heels of Swiggy’s highly popular and award-winning IPL TVCs, which garnered much love from consumers and industry stalwarts alike.
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.
