Between the Stumps: Swiggy brings back Gulaab Jamun Uncle as T-20 season kicks off
India, 7th June 2024: Swiggy, India’s pioneering on-demand convenience platform has launched its latest Campaign, marking the return of its beloved trio: Gulaab Jamun Uncle, Aunty and legendary commentator Harsha Bhogle.
The campaign features bite-sized ad films that humorously depict Swiggy’s commitment to on-time delivery, allowing Uncle to enjoy his favourite treats without interruption. In one of the ads, Uncle cleverly navigates his food cravings while Aunty prepares to attend a wedding, highlighting the quick and seamless delivery service. The ads use everyday scenarios to highlight the speed and convenience of Swiggy’s delivery service, resonating with cricket fans across the country.
These bite-sized ad films, supported by legendary commentator Harsha Bhogle’s popular commentary pieces, showcase the fast-paced nature of Swiggy’s delivery service. The witty comparison to cricket aims to resonate with the massive audience of cricket fans in India. By focusing on a single delivered item, the ad subtly highlights Swiggy’s “no minimum order value” offerings and a special incentive of ₹150 off during the cricket season.
Talking about Swiggy’s strategy on capitalising on one of its most-favourite campaigns of all time, Ashwath Swaminathan, Chief Growth & Marketing Officer, Swiggy, said,
“The series featuring Gulaab Jamun Uncle, Aunty, and Harsha Bhogle is a much-loved one, so we are bringing it back for the continuing cricket season. The campaign highlights how we deliver food right on time to help Uncle enjoy his favorite gulab jamun. We are confident that this campaign will resonate with cricket fans across the country.”
Indrasish Mukerjee, the director of the film, added,
“Swiggy ads were iconic for the language they had set up a while back with the crisp, silent 20-seconders aided only by Harsha Bhogle’s voice. The format’s always challenging, especially with comprehension and one’s ability to land humor. But we were clear from the outset with what we set out to do, which helped, and it was an absolute pleasure to revive this format and bring Gulaab Jamun Uncle alive once again for this series of three films.”
The Swiggy campaign will run across television, digital platforms, and social media.
Watch the films here:
Credit –
Marketing team : Aparna Giridhar, Bharath V, Ajun Ravisanker
Creative team: Prateek Suri, Yudhajit Mukherjee, Madhura Sachin
Director and writer: Indrasish Mukerjee
Executive Producer: Kedhhar Barrve & Surya Balakrishnan
Producer: Pallavi Singh
DOP: Yogi Sankotra
Production Design: Vinay and Niyoti
Costumes: Neha Panda
Editor: Navneet Pant
Music: Indraneel Hariharan
About Swiggy
Swiggy is India’s pioneering on-demand convenience platform, catering to millions of consumers each month. Founded in 2014, its mission is to elevate the quality of life for the urban consumer by offering unparalleled convenience. With an extensive footprint in food delivery, Swiggy Food collaborates with nearly 2 lakh restaurants across 600+ cities. Swiggy Instamart, its quick commerce platform operating in 25+ cities, delivers groceries and other essentials across 20+ categories in 10 minutes. Fueled by a commitment to innovation, Swiggy continually incubates and integrates new services like Swiggy Dineout and Swiggy Genie into its multi-service app. Leveraging cutting-edge technology and Swiggy One, the country’s only membership program offering benefits across food, quick commerce, dining out, and pick-up and drop services, Swiggy aims to provide a superior experience to its consumers.
For more information, visit www.swiggy.com
