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06 November 2024
Online food delivery and ordering platform Swiggy’s quick commerce grocery service Instamart has launched a brand campaign, ‘Healthy Disses’, with southern actors Simran and R Madhavan. The campaign highlights Instamart’s mission to deliver the groceries at affordable prices in a short time.
The campaign has a 30-second TV commercial created to reframe ordinary, everyday banter in a Tamil, Kannada, Telugu, and Malayali households. Pairing localised nuances like the couple’s healthy disses, with subtle humour, the ads showcase how the grocery delivery service’s is a good destination for purchases.
One of the films in Tamil opens with the wife, Simran, closing the fridge door because there are no vegetables. Visibly annoyed, she sighs that they have run out of vegetables except for a ‘Vengayam’ or onion. Here, she is mockingly referring to her husband, R. Madhavan, as the onion. The film portrays a practice unique to the southern states- one of gently scolding loved ones with the names of vegetables. The husband realizes his mistake of having forgotten about the list shared by his wife. She then nudges him to order the groceries, calling out how they are very affordable and delivered in a matter of minutes. In the Telugu film, she calls him a ‘Gummadikayy’ or pumpkin.
Online food delivery and ordering platform Swiggy’s quick commerce grocery service Instamart has launched a brand campaign, ‘Healthy Disses’, with southern actors Simran and R Madhavan. The campaign highlights Instamart’s mission to deliver the groceries at affordable prices in a short time. The campaign has a 30-second TV commercial created to reframe ordinary, everyday banter in a Tamil, Kannada, Telugu, and Malayali households. Pairing localised nuances like the couple’s healthy disses, with subtle humour, the ads showcase how the grocery delivery service’s is a good destination for purchases. One of the films in Tamil opens with the wife, Simran, closing the fridge door because there are no vegetables. Visibly annoyed, she sighs that they have run out of vegetables except for a ‘Vengayam’ or onion. Here, she is mockingly referring to her husband, R. Madhavan, as the onion. The film portrays a practice unique to the southern states- one of gently scolding loved ones with the names of vegetables. The husband realizes his mistake of having forgotten about the list shared by his wife. She then nudges him to order the groceries, calling out how they are very affordable and delivered in a matter of minutes. In the Telugu film, she calls him a ‘Gummadikayy’ or pumpkin.
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