When Rakhi meets Rakhi, there’s bound to be drama. Swiggy Instamart has roped in Rakhi Sawant for its Raksha Bandhan campaign, asking the nation, ‘Is Rakhi (Sawant) happy this Rakhi?’ With a mix of nostalgia, humour, and a dash of Sawant’s signature flair, this campaign is anything but ordinary. Mayur Hola, VP- marketing, Swiggy, talks to BrandWagon Online about the conceptualisation, thought, and more behind the campaign. (Edited excerpts)
What was the thought behind the campaign?
Rakhi Sawant has always been known for her quirky and bold persona, but the real Rakhi has a wholesome and heartfelt side to her that often goes unnoticed. This Raksha Bandhan, the real Rakhi was our perfect partner to bring joy and warmth to your celebrations. The idea is to playfully address how Rakhi, who was once the media’s darling, feels a bit overlooked, especially on a day that shares her name. The intention was to add a hint of quirkiness by spotlighting a different version of Rakhi Sawant and making the celebration more wholesome for our trusted Swiggy Instamart consumers.
Which agency has conceptualised the ad? Why did you choose it?
The ad was entirely conceptualised in-house and brought to life and directed by Jeet Lohia of KSilent Productions. By keeping the creative process in-house, we ensured that the campaign resonated with our brand’s ethos and unique identity.
How do you intend to influence consumers with this campaign?
Swiggy Instamart delivers convenience within minutes while engaging our customers in a relatable and interactive manner. When we collaborate with public figures, we aim to utilise their widespread appeal to align with our brand’s messaging. In this case, we’ve also got a product to connect, with virtual rakhi’s curated by Rakhi available for folks to share with their siblings, along with a message from Rakhi that can be shared immediately. We see all of this encouraging consumers to engage with the offers, incentives, and products available on Swiggy Instamart.
Which are the mediums you have chosen to advertise on and why? What was the budget for this campaign?
We chose Instagram as our primary medium and later released it on YouTube. Through Instagram alone, we’ve received some remarkable user feedback, with over 9.7 million views and 7.9 lakh user engagements. Rakhi Sawant is popular as an Insta and paparazzi favourite and Instagram acts as the perfect platform to reach those familiar with her. It is also the most preferred platform for content consumption for social media users in the country, and the ad film has been shared over 2 lakh times. We have also released short films on YouTube featuring Rakhi featuring in them that communicate specific Rakhi needs products.