In the second half of the year, Swiggy has been active with several campaign releases. The campaigns coincided with the food and grocery delivery company making it to the stock exchange, with its initial public offering (IPO) being released in November.

However, according to Mayur Hola, vice president- brand, Swiggy, none of this was because of the IPO.

"If the ads we released was to build noise around the IPO, then they would be a little less deranged," he quipped.

Hola, who joined Swiggy in May 24, pointed towards the festive season being the ads.

"This country has more festivals in the second half of the year than the whole world has put together. If you can make the work a little more noticeable then it looks like a lot of work is being created. Other than a couple, we didn't create large campaigns. They were just noticed. We may not have the same number of campaigns in the first half of next year because there are simply fewer occasions," he said.

Hola also explained how the brand isn't working with a creative agency on record, sharing why 'in-housing is a better option.

"Either is only as good as one's ability to extract great work out. On the financial model, it's a different conversation. The choice should be based on whether one has the quantum of work that justifies keeping a team in-house," he explained.

This full interview appeared in the December issue of Manifest. Get your copy here!