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
WPP Opendoor and Snapchat launch AI Lens for Prime Video India
Generative AI Lens personalises content discovery with real-time user integration.
MUMBAI: In the age of main characters, Prime Video is handing users the script and the spotlight. WPP Opendoor, WPP’s dedicated Amazon unit, has teamed up with Snapchat to roll out an India-first generative AI-powered Lens for Prime Video’s latest campaign, ‘Stories for Your Every Era… it’s on Amazon Prime’. The activation taps into the rising “era-core” trend, where identities shift with moods, moments and mindsets and content is expected to keep up.
The Lens does exactly that. Using generative AI, it places users directly into the worlds of popular Prime Video titles such as Maxton Hall, Beast Games, The Boys and The Traitors, embedding their faces into key visuals in real time. The result is less browsing, more becoming.
The idea is rooted in a behavioural shift: audiences increasingly see themselves as the centre of their own narratives, especially on social platforms. By turning viewers into participants, the campaign blurs the line between content discovery and content experience.
It also introduces a layer of personalisation that goes beyond algorithms. Whether someone identifies with a “trust no-one era” or an “infinite aura era”, the Lens curates recommendations that align with that evolving identity making discovery feel intuitive rather than instructed.
This marks a shift in how streaming platforms approach engagement. Instead of pushing titles, the focus is on pulling users into the story itself transforming passive scrolling into interactive storytelling.
The collaboration also underscores how platforms like Snapchat are becoming key playgrounds for content marketing, particularly when paired with emerging technologies like generative AI. The format is native, immersive and built for participation three things traditional discovery often struggles to deliver.
In a crowded streaming landscape, where attention is the real currency, Prime Video’s bet is clear, if viewers feel like the story is about them, they are far more likely to press play.
