Swiggy Instamart takes advantage of OOH to highlight its “spot” factor, marketing and advertising news, and ET BrandEquity

Swiggy Instamart takes advantage of OOH to highlight its “spot” factor, marketing and advertising news, and ET BrandEquity

    Swiggy Instamart takes advantage of OOH to highlight its factor
Swiggy Instamart takes advantage of OOH to highlight its “instant” factor.

Havas Media Tribes has launched an Out of Home (OOH) campaign for Swiggy Instamart. The out-of-home campaign boils down to Swiggy Instamart’s two core propositions: instant delivery and instant convenience.

This campaign also includes Asia’s largest billboard at Bandra Western Express Highway (ROB), Mumbai.

The month-long campaign will feature 36 different designs and generic content in order to increase engagement with the audience. It uses display area on traditional billboards, billboards, unipolar and free on billboards (FOBs) and bus shelters across major locations in Mumbai, Bangalore, Kolkata, Delhi, Noida, Gurugram, Lucknow, Hyderabad, Coimbatore, Vizag, Ludhiana, Chandigarh, Pune, Jaipur, Indore, Goachi, Chennai, and Coimbatore. Ahmedabad and Bandra. Shopping malls and airports have also been targeted, and digital out-of-home (DOOH) has been used to infiltrate residential communities, and transportation formats such as cabin brands, in-store brands and metro stations.

The campaign also highlights Swiggy Instamart’s offerings to first-time users.

“With Instamart now in 19 cities, the overwhelming response we are receiving to this instant grocery delivery service is a testament to our mission to provide unparalleled convenience to our customers,” said Ashish Lingamneni, Head of Swiggy Brand. As part of our 360° marketing campaign, we used OOH as leverage Key to promoting Swiggy Instamart’s proposal. Havas Media Tribes has been instrumental in identifying the right spots across cities while increasing our reach and visibility. We’ve received a lot of positive responses to this campaign.”

Gaur Gupta, CEO and Managing Director, Tribes Group, said, “The strategic alliance with Havas Media Group India is an exciting partnership that gives us an opportunity to create meaningful campaigns for high profile clients in this competitive environment. The objective of this campaign is not just mass visibility but also efficacy tracking from During the assignment of location coordinates to orders received in that region. We established an Instamart service area on the basis of a plan, in which the coordinates of each location were meticulously checked and selected. Execution by the team was seamless and not a feat, given the logistical challenges involved.”

Saurabh Jain, Managing Partner – South, Havas Media, said: “The strategic alliance of Havas Media Group and Tribes leverages Havas’ MX operating system, which empowers our customers with tools to build more meaningful media experiences. For a disruptive brand like Swiggy, we had to take the road rapid, a class leading position in the post-lockdown world, by launching a high-impact, purposeful OOH campaign.”

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