Swiggy Partners with India's Got Latent Contestants for Quirky New Campaign
Swiggy has launched a fresh ad campaign, tapping into the viral success of YouTube’s much-loved show India’s Got Latent. The campaign, now live on Swiggy India's Instagram page, shines a spotlight on Swiggy's 10-minute meal and beverage delivery service, Bolt.
The ad stars fan-favorite contestants from the show, including Keshav Jha, Sharon, Naman Arora, Suryansh Tiwari, and Sewashree Burah, each of whom gained popularity for their unique performances. In the campaign, Naman Arora dreams of his fellow contestants showcasing their trademark antics. Suryansh Tiwari channels his Salman Khan mimicry, Sewashree Burah strums her guitar, Sharon brings her infectious laugh to a ghostly twist, and Keshav Jha lights up the screen with his trademark charisma.
As the dream escalates into chaos, Arora wakes up to the sound of his phone buzzing—a notification that his Swiggy Bolt order has arrived, perfectly on time. The quirky and entertaining ad seamlessly ties in the brand's promise of quick, reliable delivery with the contestants' memorable personas.
This isn’t Swiggy’s first foray into collaborating with internet sensations. The brand has previously teamed up with viral personalities like Puneet Superstar, Dolly Chaiwala, Vada Pav Girl, and Ganji Chudail to promote its features, such as group ordering. These campaigns have consistently leveraged the appeal of influencers to connect with younger audiences.
India’s Got Latent has become a cultural phenomenon, thanks to its innovative scoring system where contestants rate their own performances against a panel of judges. If their self-assessment matches the judges’ average, they win the episode's ticket revenue. The show frequently trends on YouTube, with episodes rapidly climbing to the platform’s top spots.
Brands have been quick to capitalize on the show’s widespread popularity. Alongside episode sponsorships from major players, the show’s contestants are increasingly becoming part of the influencer ecosystem for advertising campaigns. Swiggy’s latest ad is a testament to the growing synergy between digital content platforms and brand marketing.
Also Read: Accel celebrates Swiggy’s journey over the years as it heads for IPO
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