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BW Businessworld

Changing With The Times

Delivery executives emerged among the unsung warriors through the coronavirus pandemic, helping people to stay safe indoors.

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Swiggy would have been among those digital businesses that would be challenged in lockdown times because not only were people uncertain about outside food, but restaurants also were yet to find their bearing in keeping kitchens open. The food delivery app however evolved with the times. Striking a slew of partnerships, Swiggy introduced Swiggy Grocery and Swiggy Genie for essentials including from supermarkets, medical shops and kids’ shops.

The platform joined hands with Marico, Del Monte, Nivea and Faber Castell to name a few. It also put out tutorial videos on how its users can order these from its platform. This allowed it to open up alternate revenue streams and also earn consumer trust in their time of need.

Swiggy’s vice president for marketing, Srivats TS, named among BW Top 50 Marketers 2021, reminds that consumer trust is paramount. He says, “If there is one thing 2020 has taught us, it is that during times of crisis, consumers turn towards trusted brands. Also, while the consumer, media and overall marketing landscape is constantly changing, consumer fundamentals remain the same. It is important to balance modern age techniques and ideas with strong consumer-based fundamentals by infusing HI (human intelligence) and MI (machine intelligence).”

Celebrating With Content

Swiggy put this to work in various ways. Delivery executives emerged among the unsung warriors through the coronavirus pandemic, helping people to stay safe indoors. To pay tribute to their heroic efforts, Swiggy collaborated with Universal Music India and Havas to launch ‘Shukriya Kare’, a thank-you anthem for all delivery partners. The music brought together an amalgamation of Indian singers such as Armaan Malik, Jasleen Royal, Lisa Mishra, Asees Kaur, Sukriti, Prakriti Kakkar along with social media influencers such as Awez Darbar, Nagma Mirajkar, Mrunal Panchal and Manav Chhabra appreciating the efforts of delivery partners.

“Continuous fragmentation and media explosion is a reality today and can bring with it a constant set of challenges. It is important to recognise that brand management is a ‘consumer pull’ landscape as opposed to a ‘brand push’ landscape and therefore the power of enabling a great consumer experience in building a brand should be key,” Srivats explains.

To Go Where The Consumer Goes

Swiggy undertook several initiatives in the year on platforms where its consumers were. The delivery app along with Dentsu Webchutney launched Swiggy Foodoshop, an Instagram filter that allows users to tag and support their favourite restaurants in tough times. Also, Swiggy Instamart launched ‘The Better Half Cookbook’, a cookbook that splits into two halves to give partners an equal responsibility to cook the meal alluding to women’s equality.

Speaking on how he stays relevant as a marketer, Srivats reflects, “I believe it is vital to constantly meet consumers to understand their current and constantly evolving mindset, attitudes and beliefs. As a consumer-centric organisation, understanding their nuances has helped us overcome countless challenges and keep ourselves ahead of the curve whether that be product offerings or marketing campaigns. I also spend a lot of time reading - books, articles.”