Swiggy has rolled out a campaign showcasing popular meme creators such as Vada Pav Girl (Chandrika Gera Dixit), 'Level Sabke Niklenge' memer Laxmi Sharma, Satvik Subramaniam, Darshan Magdum, Prakash Kumar (Puneet Superstar), Qureshi Boy, Dolly Ki Tapri and Ganji Chudail.

The intent is to highlight its new group ordering feature.

 

 

 

 

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A post shared by Swiggy Food (@swiggyindia)

The campaign which consists of a film humorously addresses the challenge of ordering food for large groups, showcasing Swiggy’s group ordering feature as an anti-chaos solution. Captioned “Pathar pe pathar maare toh chingari nikalti, Swiggy pe order karne poori gang nikalti,” (By rubbing stones on stones, a spark would come out, the whole gang would come out to order on Swiggy), it humorously depicts group-ordering dilemmas, with standout moments from meme stars like Puneet Superstar and Vada Pav Girl. The film opens with a voiceover asking, “Kya khayenge app?” (what will you eat) to which Puneet superstar replies “Yakhni pulao” in his signature style, followed by Vada Pav girl’s characteristic dialogue around nobody going hungry. This is soon after Darshan breaks into a song. The film also features Laxmi Sharma, who finally says “level sabke niklenge” (everyone's levels will be revealed) after which all the characters start to scream as their stomachs growl with hunger. 

What we think about it: Cleverly taps into meme culture, using popular creators to highlight its group ordering feature. The ad is a chaotic yet relatable take on the struggle of deciding what to order, making it both entertaining and effective. The film’s humour and pop culture relevance have clearly resonated, with its viral success speaking volumes.

The film was rolled out on 30 August on Instagram.