Hyper-personalized social campaign for India’s biggest food delivery startup

In an area of templatized personalization, we and our partner Swiggy Instamart wrestled our way into the DMs of 2000+ fans with unique gift-wrapped discounts.

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The sender? None other than India’s favourite and most adored meme idol, The Great Khali.

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To commemorate Swiggy’s Big Birthday Bash, we encouraged users to fill in the blank in the sentence “Khali ka khaali cart mein hoga ___________ from Swiggy Instamart!” with a grocery item from over 100 brands listed on the marketplace quick commerce grocery delivery app. 

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When they DM’d their absurd suggestions and requests to @Swiggy_Instamart, they received an equally absurd image featuring The Great Khali propping up that grocery item with a thank-you note and an extra delight: A gift-wrapped discount code!  

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With some carefully planned camera trickery and PhotoShop magic, we engaged each Swiggy user on a one-on-one level, creating a lasting emotional connection and ultimately making a solid impact on the business in the long term. 

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The activity boosted our partner’s social engagement by over 125% during the birthday week and became the talk of the town.