iWorld
Swiggy serves up LOLs as it swaps menus for memes on the ‘gram
MUMBAI: Once known for delivering food, Swiggy is now delivering punchlines and the internet’s loving every byte. Somewhere between “order now” and “out for delivery,” Swiggy pulled off a rebrand no one saw coming. What began as a food delivery app is now dishing out cultural currency in bulk, using meme-first content, creator collabs, and moment-led mayhem to claim a spot as one of India’s most culturally fluent brands online.
Gone are the days of the polished influencer integration. Swiggy’s digital strategy is now built on a different recipe: creators who feel real, trends that begin in group chats before boardrooms, and humour that’s more Instagram DM than advertising brief.
Remember the viral “croissant” mispronunciation? What could’ve been just another fleeting laugh became a nation-wide earworm, thanks to creator Prashant and Swiggy’s impeccable meme timing. Then came the “Tedhe Medhe Guy”, the blank-staring student Shagun, Pakistani creator Abuloo, even lookalikes of Virat and Rohit, all roped into the brand’s ever-expanding ‘content kitchen’.
Swiggy’s collab with internet oddballs Famous Ram and Khushi for the IPL season, or its chaotic creator-led push for Group Ordering, shows its refusal to play it safe. This isn’t content engineered for awards, it’s built for shares, comments, chaos and connection.
“We don’t just create content, we co-create with the internet,” said Yukti Satija, who helms Swiggy Food’s social media. “Participating in trends is not enough, we’re here to start them.”
It’s working. With millions of organic views and minimal ad spend, Swiggy’s feed has morphed into a digital dhaba for India’s meme-hungry audience. No filters, no frills just hyperlocal humour that hits harder than a 3 am paratha craving.
“There’s often a tendency to dismiss unpolished creators as ‘cringe’, especially those outside the metros,” Yukti notes. “But we’ve learned that the internet rewards honesty over polish. Realness beats reelness.”
Swiggy’s Instagram bio sums it up: khaana khau raat bhar, crazy collabs karu har baat par. In a digital world full of filters, this food app is staying deliciously unfiltered and redefining what it means to be a brand online.
iWorld
Epic Company launches unified Epic Studio for films and OTT
Vivek Krishnani to head films business; Samar Khan leads OTT & Television.
MUMBAI: Epic just merged its creative superheroes under one cape because when films and OTT need to fight for attention together, you don’t keep them in separate universes. The Epic Company has launched Epic Studio, a next-generation creative and production powerhouse that unites Juggernaut Productions and Movieverse Studio under a single banner. The move creates a streamlined, scalable platform for premium storytelling across theatrical films, OTT originals, television, digital-first formats and branded content.
Vivek Krishnani has been appointed chief executive officer, Epic Studio (Films), overseeing the theatrical and film business with a focus on culturally resonant narratives across Hindi, Telugu, Tamil, Gujarati and Malayalam cinema. Samar Khan continues as chief executive officer, Epic Studio (OTT & Television) and retains his role as chief content officer for Docubay and Epic On.
The Epic Company managing director Aditya Pittie said, “Epic Studio brings together our entire creative ecosystem under one unified studio vision. This is not just an integration of verticals, but the creation of a collaborative environment where writers, filmmakers, creators, and brand partners can seamlessly develop and scale stories across formats and screens.”
Vivek Krishnani added, “We are building an audience-focused mainstream film studio committed to delivering fresh, engaging, and innovative stories for both theatrical and streaming platforms.”
Samar Khan commented, “This alignment allows us to approach storytelling with a unified studio mindset. We are building IP under one creative umbrella, with scale and longevity in mind from inception.”
The unified structure eliminates silos, enabling ideas to flow fluidly from concept to screen while adapting to evolving audience behaviour. Epic Studio positions itself as a creator-led ecosystem championing purposeful, resonant storytelling with commercial strength.
In an entertainment landscape where stories now leap between screens faster than plot twists, Epic isn’t just building a studio, it’s crafting a single launchpad where every tale gets the best shot at soaring across every platform.
