How Swiggy Advertises on Meta

# Ad summary This ad promotes the Swiggy food delivery app, highlighting the availability of burgers from the 99 store for only ₹99. The ad features a juicy burger being assembled, then displays the Swiggy app interface showcasing the variety of burger options available at the discounted price. # Brand positioning Swiggy is presented as a convenient and affordable food delivery service. The ad positions Swiggy as offering a wide variety of cuisines at accessible prices, specifically highlighting the '99 store' which features items for just ₹99. The brand aims to occupy a space in the consumer's mind as a go-to app for quick and satisfying meals, emphasizing affordability and ease of access. The brand promotes a lifestyle of convenience and instant gratification, aligning with the desire for tasty food delivered quickly. Swiggy appears to ignore category norms by focusing on the budget-friendly aspect of its service, rather than competing on premium or exclusive offerings. This positioning is functional, focusing on simplicity and accessibility for a broad consumer base. # Product The featured product is the Swiggy food delivery app, specifically showcasing its '99 store' which offers a range of food items for ₹99. The ad highlights the availability of burgers through this store. The app is for anyone looking for a quick, affordable, and convenient meal option delivered to their doorstep. The ad emphasizes the app's easy-to-use interface and the variety of food options available within the '99 store'. A key selling point is the affordable price of ₹99 for a satisfying burger. The use occasion is framed as a 'quick bite', suggesting the app is perfect for impulsive cravings or on-the-go meals. The ad addresses the purchase barrier of cost by emphasizing the low price point, making it an accessible option for budget-conscious consumers. # Visual style The ad has a polished, commercial aesthetic with bright lighting and close-up shots to emphasize the burger’s appealing qualities. Quick cuts and transitions synchronize with the voiceover, maintaining a consistent pace. The use of the app interface gives it a hybrid feel, blending a professional food presentation with a user-friendly digital platform. # Hooks Spoken: 00:00–00:04: In the mood for a burger? Juicy, messy, satisfying. Visual: 00:00–00:04: A close-up shot shows a partially assembled burger on a wooden board. The bun is topped with tomato slices, red onion rings, lettuce, a grilled patty, and a stream of pale yellow sauce being poured over it. The background is dark with a blurred wooden surface. A hand with manicured nails and light skin tone briefly touches the top bun, lightly pressing it in. # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the potential frustration of craving a satisfying meal, but being unwilling to spend a lot of money. The spoken hook makes it explicit by asking, 'In the mood for a burger?' # Value propositions - ₹99 burgers offer an affordable option for a satisfying meal. - Swiggy's '99 store' makes it easy to find budget-friendly food choices. # Benefits - Convenient access to food delivery. - Affordable food options. - Quick bite. # Features - The Swiggy app features a '99 store'. - Burgers are available. # Call to action Order now from the 99 store on Swiggy # Point of view - Customer 15% – The ad shows a mobile phone screen displaying an ordering app, putting the viewer in the perspective of someone placing an order. - Brand 85% – The ad is narrated by a voiceover and showcases product shots of the burger and the Swiggy app, conveying the brand's message and perspective. # Storyline - 00:00–00:04 The ad opens with a close-up shot of a burger being assembled and covered in sauce, immediately appealing to the viewer's appetite. - 00:00–00:04 The perspective is from the brand, showcasing the visual appeal and desirability of the burger, intended to make the viewer crave it. - 00:00–00:04 The tone is appetizing and indulgent. - 00:01–00:03 A voiceover describes the burger as 'juicy, messy, satisfying' setting the scene for a craving and emphasizing sensory satisfaction. - 00:01–00:03 The perspective is from the brand, reinforcing the qualities of their food. - 00:01–00:03 The tone is enthusiastic and enticing, building anticipation for the offer. - 00:04–00:07 The woman places the top bun on the burger, readying it for consumption, further emphasizing its immediate appeal. - 00:04–00:07 The perspective is from the brand, still focused on the visual representation of the burger's quality and appeal. - 00:04–00:07 The tone remains appetizing and enticing, creating a desire for the product. - 00:06–00:07 The voiceover states 'Burgers are just ₹99', highlighting the product's affordability. - 00:07–00:10 This transitions into a screen recording of the Swiggy app on a mobile phone showing different food categories. - 00:07–00:10 The perspective shifts to the customer viewing the app interface. - 00:07–00:10 The tone is informative and direct, making the viewer aware of the app's offerings and ease of use. - 00:08–00:10 The screen then presents the Swiggy app's branding with the tagline 'Food you ❤️ on time', reinforcing brand recognition and key value propositions. - 00:08–00:10 The perspective is from the brand, reinforcing its promise of timely food delivery. - 00:08–00:10 The tone is reassuring and reliable, highlighting the brand's commitment to customer satisfaction. - 00:08–00:10 A call to action is given: 'Order now from the 99 store on Swiggy', directly prompting the viewer to use the app and take advantage of the offer. - 00:10–00:11 The final shot on the phone screen shows multiple burger options and prices within the 'Trending dishes near you' section. - 00:10–00:11 The perspective remains that of a potential customer browsing the app. - 00:10–00:11 The tone is enticing and persuasive, encouraging the user to explore available options and finalize their order.

# Ad summary This ad promotes a meal deal from Swiggy for Indian food. The ad features a close-up shot of Paneer Tikka Butter Masala and transitions to a screen recording of ordering the dish on the Swiggy app. # Brand positioning Swiggy is presented as a convenient platform for ordering a wide variety of food online. The brand aims to occupy the space of providing access to all the foods that users crave with their tagline, "Food you <3, on time." Swiggy positions itself as a reliable delivery service, emphasizing convenience and speed for customers seeking easy access to food. # Product The featured product is the Paneer Tikka Butter Masala + 2 Roti meal, available for ₹99 on the Swiggy app. Paneer Tikka Butter Masala is described as "creamy paneer tikka in a rich butter masala sauce served with 2 soft rotis." The product is presented as a comfort food item, implying that it is suitable for those seeking a satisfying and flavorful meal. The Swiggy app is a food ordering service that emphasizes fast and reliable delivery. # Visual style The ad has a mixed visual style that includes close-up food shots and a screen recording from an app. The food shots are polished and warmly lit, while the app screen recording is straightforward and functional. The editing is quick, with smooth transitions between the food and the app screen. The production quality is high, combining the visual appeal of food photography with the practicality of app interface visuals. The pacing is moderate, with cuts timed to the music beats. # Hooks Text overlay: 00:00–00:09: Your Comfort Meal / 00:00–00:10: Now at / 00:00–00:11: Just ₹99 Visual: 00:00–00:02: A close-up shot of a white bowl filled with Paneer Tikka Butter Masala is presented on a dark wooden table. The dish has a rich, orange sauce and is topped with a pat of melting butter and a drizzle of cream. Behind the bowl, there's a white plate with two rotis, slightly out of focus. The background is dark, with soft bokeh lights suggesting a warm, cozy environment. The camera zooms slightly toward the dish, and steam rises from the food, conveying warmth and freshness. # Funnel stage Consideration # Pain points Craving a comforting and satisfying meal but lacking the time or ingredients to prepare it at home. The ad also suggests that Indian takeout is generally seen as expensive, which this meal aims to combat with a deal. # Value propositions - A delicious and satisfying comfort meal available at an affordable price (₹99). - Creamy Paneer Tikka Butter Masala offers a flavorful and rich dining experience with soft rotis - Ordering through Swiggy offers convenient and fast access to this meal. # Benefits - A comfort meal - ₹99 meal deal - Convenient online ordering # Features - Paneer Tikka Butter Masala + 2 Roti meal - Creamy paneer tikka in a rich butter masala sauce served with 2 soft rotis # Call to action None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing their product and app. # Storyline - 00:00–00:02 00:00–00:02: The ad begins with a close-up shot of a bowl of Paneer Tikka Butter Masala, with steam rising from the dish and butter melting on top. This is meant to evoke feelings of warmth and comfort. The angle is from the perspective of a person who is about to enjoy the meal. - 00:02–00:06 00:02–00:06: A super close-up shot emphasizes the texture and ingredients. The angle focuses on the creamy and rich nature of the sauce, along with the spices and paneer itself, highlighting the visual appeal of the dish. - 00:06–00:13 00:06–00:13: The ad transitions to a screen recording of the Swiggy app, showing the Paneer Tikka Butter Masala meal with the price and an "ADD" button, then ends with Swiggy's logo. This part informs the viewer where they can purchase the meal and conveys that Swiggy offers this item.

# Ad summary This ad promotes Swiggy, a food delivery service, by showcasing the preparation and enjoyment of Pav Bhaji, an Indian street food dish. The ad emphasizes the sizzle and freshness of the dish, highlighting its availability for order through the Swiggy app, along with a promotional offer of up to 60% off. # Brand positioning Swiggy is presented as a convenient and reliable food delivery service that brings the joy of fresh, authentic meals directly to the customer. The brand aims to occupy a space in the consumer's mind as a provider of delicious, high-quality food delivered with ease and on time. The brand aligns with a lifestyle that values convenience and enjoyment of diverse cuisines. Swiggy pushes against the norm of having to cook or go out to enjoy a meal, offering a functional solution for those seeking a quick and satisfying dining experience. The brand positioning is both functional (convenient delivery) and emotional (pure bliss). # Product The featured product is Pav Bhaji, described as a spiced mixture of mashed vegetables in a thick gravy served with bread. It is presented as a fresh, buttery, and flavorful dish that brings pure bliss. The ad highlights the sizzle of the dish as it's being prepared, emphasizing its freshness and appeal. The product is for anyone who enjoys Indian street food and seeks a convenient way to enjoy it at home. The ad addresses the purchase barrier of having to prepare the dish oneself by offering it ready-made through the Swiggy app. The ad tells the viewer that this product is worth trying because it delivers the authentic taste of Pav Bhaji with the convenience of delivery. # Visual style The ad has a polished, commercial aesthetic with vibrant colors and close-up shots to emphasize the freshness and appeal of the food. The editing style includes quick cuts to maintain a fast pace and keep the viewer engaged. The production quality is high, with clear visuals and professional presentation. The pacing is consistent throughout the ad, with cuts timed to the voiceover lines. # Hooks Spoken: 00:00–00:02: Nothing beats the sizzle of fresh, buttery Pav Bhaji. Visual: 00:00–00:02: Close-up shot of a red-colored vegetable mixture sizzling in a pan with a cube of butter melting on top. The mixture appears to be bubbling and steaming. The background is blurred, focusing on the texture and color of the dish. # Funnel stage Bottom of funnel (Conversion) # Pain points The pain point is the inconvenience of preparing Pav Bhaji at home, which requires time and effort. The ad addresses this by offering the dish ready-made and delivered to the customer's doorstep: "Order your Pav Bhaji now, only on Swiggy." # Value propositions - Enjoy the authentic taste of Pav Bhaji with the convenience of delivery - Get up to 60% off on your next order # Benefits - Fresh - Buttery - Delivered just the way you love it # Features - Spiced mixture of mashed vegetables in a thick gravy - Served with bread (2 pcs) # Call to action Order your Pav Bhaji now! # Point of view - Customer 10% – The customer POV is communicated through the shot of the phone screen showing the Swiggy app interface with the Pav Bhaji available for order. - Brand 90% – The brand POV is communicated through the voiceover, showcasing the preparation process, and highlighting the convenience and customization offered by Swiggy. # Storyline - 00:00–00:02 A close-up shot of butter melting on a sizzling, red-colored vegetable mixture. - 00:00–00:02 The narrator describes the dish as fresh, buttery Pav Bhaji, setting a tone of anticipation and sensory appeal. - 00:00–00:02 The perspective is from the brand, showcasing the preparation process to emphasize the quality and freshness of the ingredients. - 00:02–00:04 The scene transitions to a chef stirring the mixture on a flat grill, followed by toasting the bread buns with the same mixture. - 00:02–00:04 The narrator describes the process as stirring to perfection, conveying a sense of care and expertise in the preparation. - 00:02–00:04 The perspective remains from the brand, highlighting the culinary process and attention to detail. - 00:04–00:06 The dish is shown plated with accompaniments like onions and cucumbers, ready to be served. - 00:04–00:06 The narrator describes the dish as coming together into the perfect plate, emphasizing the completeness and visual appeal of the meal. - 00:04–00:06 The perspective is from the brand, showcasing the final product in an appetizing manner. - 00:06–00:08 The plated dish is placed into a Swiggy delivery bag, followed by a shot of a phone screen showing the Swiggy app interface with the Pav Bhaji available for order. - 00:06–00:08 The narrator states that the dish is delivered just the way you love it, highlighting the convenience and customization offered by Swiggy. - 00:06–00:08 The perspective shifts to the customer, showing how easy it is to order the dish through the app. - 00:08–00:13 The ad concludes with a call to action to order Pav Bhaji now, only on Swiggy, and mentions a promotional offer of up to 60% off on the next order. - 00:08–00:13 The perspective is from the brand, directly addressing the viewer and encouraging them to make a purchase.

# Ad summary This image ad for Swiggy promotes meals at ₹99 with free delivery. It features a variety of food items such as biryani, burgers, pizza, grilled cheese, and desserts arranged on a bright orange background. # Brand positioning Swiggy is presented as a convenient and reliable food delivery service. The brand promises to deliver food on time, emphasizing speed and dependability. By offering meals at a low price point (₹99) and free delivery, Swiggy positions itself as an affordable option for consumers. The brand aims to occupy a space in the consumer's mind as a go-to for quick, budget-friendly meal solutions, contrasting with potentially more expensive or less reliable alternatives. The brand's tone is casual and inviting, focusing on accessibility and value. # Product The ad showcases a variety of meals available through Swiggy, all priced at ₹99 with free delivery. The selection includes biryani, a burger with fries, pizza, grilled cheese sandwiches, paratha, a dessert crepe, and a slice of cake. These meals are presented as readily available options for anyone looking for a quick and affordable food delivery. The ad addresses the purchase barriers of cost and delivery fees by highlighting the low price point and free delivery, making it more appealing for customers to try Swiggy's service. The variety of food options suggests that Swiggy caters to diverse tastes and preferences, making it a convenient choice for different meal occasions. # Visual style The ad has a clean, vibrant, and appetizing visual style. The production quality is high, with well-lit and professionally photographed food items. The bright orange background creates a sense of energy and excitement, while the arrangement of the food items in a circular pattern draws the viewer's eye around the image. The typography is bold and clear, making the offer easily scannable. The overall style is designed to be visually appealing and attention-grabbing, suitable for in-feed placement. # Hooks Headline: Meals at 99 # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the high cost of food delivery and the added expense of delivery fees, as signaled by the offer of "Meals at 99 + free delivery." # Value propositions - Get meals at a low price point (₹99) with the added benefit of free delivery, making it an accessible and budget-friendly option. # Benefits - Affordable meals - Convenient delivery # Features - Meals at ₹99 - Free delivery # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image is presented from the brand's perspective, showcasing Swiggy's offerings and value proposition. # Storyline - The ad starts by showcasing the Swiggy logo and tagline, "Food you ❤️ on time," immediately establishing the brand and its core promise of timely delivery. This is told from the brand's perspective, setting the stage for what Swiggy offers. - Next, the ad highlights the main offer: "Meals at ₹99 + free delivery." This is presented from the brand's perspective, emphasizing the affordability and convenience of Swiggy's service. This progresses the narrative by presenting the key selling points. - The ad then displays a variety of food items, such as biryani, burgers, pizza, grilled cheese, and desserts. This is shown from the brand's perspective, showcasing the diverse meal options available on Swiggy. This progresses the narrative by illustrating the variety and appeal of the food choices.

# Ad summary This ad promotes Swiggy, a food delivery service, by showcasing warm winter desserts and offering up to 60% off on the next order. It aims to evoke a sense of tradition and flavor, reminding viewers of homemade sweets during winter. # Brand positioning Swiggy is presented as a convenient food delivery service that connects customers with a wide range of culinary options. The brand aims to occupy the space of easy access to familiar and comforting foods, positioning itself as a provider of warmth, tradition, and flavor. Swiggy differentiates itself by offering discounts and deals on a variety of dishes, including those that evoke nostalgia and cultural connection, directly to the customer's doorstep. The brand leans into emotional appeal, suggesting that it understands the need for comfort foods, especially during the winter season. # Product The ad highlights the availability of various warm winter desserts via the Swiggy food delivery app. These include traditional Indian sweets such as Gajar Ka Halwa (carrot-based dessert), Moong Dal Halwa (mung bean-based dessert), Jalebi, Laddu, and Kaju Katli. The ad focuses on the emotional aspect of these desserts, associating them with warmth, tradition, and the flavors of homemade sweets. It aims to overcome purchase barriers by offering up to 60% off on the next order, encouraging immediate action through a strong discount incentive. The ad emphasizes the convenience of accessing these comfort foods via Swiggy. # Visual style The ad has a polished, commercial aesthetic with warm lighting and close-up shots that highlight the textures and colors of the desserts. The editing style includes slow zooms and static shots, creating a smooth and inviting viewing experience. The production quality is high, giving the ad a professional feel that supports the tone of warmth and tradition. The pacing is slow and consistent, allowing viewers to fully appreciate the visual appeal of the food. # Hooks Spoken: 00:00–00:02 Winter is here and suddenly that craving hits. Visual: 00:00–00:02 A close-up shot of Gajar Ka Halwa in a white bowl with a black rim is shown, garnished with cashew nuts and raisins. Steam rises from the dessert, indicating warmth. The background is a blurred, light brown cloth. The camera is stationary, and the framing is tight to focus on the dessert. # Funnel stage Bottom of funnel (Conversion) # Pain points The craving for traditional, homemade desserts, especially during winter, is hard to satisfy quickly and conveniently. # Value propositions - Convenience of ordering via Swiggy is combined with a discount. - The desserts are traditional and evoke feelings of warmth and nostalgia. # Benefits - A plate full of warmth, tradition, and flavor. - Reminds you of maa ke haath ka Gajar Ka Halwa, or that comforting Moong Dal ka Halwa. # Features - Warm winter specials - Up to 60% off on your next order. # Call to action Order now on Swiggy. # Social proof - "Straight from Nani's treasured recipe book. An irresistible dessert made with pure ghee." # Point of view - Customer 40% – The ad evokes nostalgia with traditional dessert visuals and mentions of 'maa ke haath ka' flavor, suggesting a user's fond memories of homemade food. - Brand 60% – The ad showcases the Swiggy app interface with a clear offer, conveying the brand's promotional message and call to action. # Storyline - 00:00–00:05 00:00–00:05 Close-up shots of Gajar Ka Halwa are displayed with cashews and raisins, followed by a shot of Moong Dal Halwa with almond slivers. - 00:00–00:05 The intention is to evoke a sense of warmth and nostalgia associated with traditional Indian desserts. The perspective is from someone craving these sweets, heightening the desire and anticipation. - 00:05–00:12 00:05–00:12 An overhead shot displays an array of Indian desserts, including Jalebi, Laddu, Kaju Katli, Gajar Ka Halwa, and Moong Dal Halwa. - 00:05–00:12 This creates a visually appealing presentation of the variety offered, emphasizing tradition and flavor. It aims to showcase the diverse selection available through Swiggy from a bird’s-eye perspective, highlighting the abundance of choices. The tone is inviting and celebratory, suggesting a feast. - 00:12–00:16 00:12–00:16 A smartphone screen displays the Swiggy app interface, showing an offer for Ghee Moong Dal Halwa at a discounted price. - 00:12–00:16 The message is to promote the convenience of ordering desserts through the Swiggy app and highlight the available discounts. This segment is from the brand's perspective, focusing on the functional aspects of the app and the attractive pricing. The tone is promotional, encouraging viewers to take advantage of the deal.

# Ad summary This image ad promotes Swiggy, a food delivery service, by offering a discount of 60% off plus ₹60 cashback on orders, highlighting the potential for significant savings on large meals. # Brand positioning Swiggy is presented as a convenient and reliable food delivery service, emphasizing speed and customer satisfaction with the tagline 'Food you ❤️ on time.' The brand positions itself in the market as a go-to solution for enjoying meals from various restaurants at home, focusing on accessibility and ease of use. By promoting discounts and cashback offers, Swiggy underscores its commitment to providing value for money, potentially targeting budget-conscious consumers or those looking for deals on their food orders. The brand's positioning is functional, emphasizing convenience and affordability. # Product The advertised product is Swiggy's food delivery service, which enables users to order meals from local restaurants and have them delivered to their location. The service is promoted as a way to enjoy 'Big Meals' with 'Bigger Savings,' targeting individuals or groups looking to order substantial quantities of food while maximizing cost efficiency. The ad explicitly offers a '60% OFF + ₹60 cashback on your order,' addressing the purchase barrier of cost by providing a tangible incentive to use the service. The image features a visually appealing dish (paneer biryani) to entice viewers and showcase the variety of food options available through Swiggy. The offer is clearly presented to highlight the immediate value proposition, encouraging viewers to place an order. # Visual style The ad has a polished, studio-shot production quality. The visual motifs include a gradient background, which adds depth and visual interest, and clear, bold typography to ensure the messaging is easily readable. The image treatment involves color grading that enhances the vibrancy of the food and creates a warm, inviting atmosphere. The style is platform-native, designed to be easily scannable in a mobile feed with clear value proposition. # Hooks Headline: Big Meals. Bigger Savings. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point is the cost of ordering food delivery. Consumers may want to order food, but may be hesitant due to budget constraints. # Value propositions - Enjoy 60% OFF + ₹60 cashback on your order # Benefits - Bigger savings # Features - 60% OFF - ₹60 cashback on your order # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's POV is present throughout the image through the Swiggy logo and tagline at the top, as well as the promotional messaging of 'Big Meals. Bigger Savings' and the explicit discount offer, aiming to communicate value and service reliability. - Customer: The customer's POV is represented through the image of the delicious-looking food, designed to appeal to their desire for a satisfying and convenient meal. # Storyline - The ad begins by showcasing the Swiggy brand and its tagline, immediately establishing the source and value proposition of reliable and timely food delivery. This is from the brand's perspective and aims to build familiarity and trust with potential customers. - Next, the ad transitions to a value proposition, highlighting 'Big Meals. Bigger Savings.' to immediately convey the benefit of using Swiggy, which is about getting more food for less money. This message is from the brand's perspective and aims to capture the audience's attention with a compelling offer. - The ad emphasizes the specific discount of '60% OFF + ₹60 cashback on your order' to further entice the audience, creating a sense of urgency and potential savings. This part of the narrative is from the brand's perspective and intends to prompt immediate action by making the offer very clear. - The ad includes a visual element showcasing a delicious meal, which serves to reinforce the appeal of ordering through Swiggy. This visual is from a customer's point of view, allowing them to imagine enjoying a similar meal at home.

# Ad summary This ad promotes Swiggy's EatRight program, offering nutritious meals at a flat rate of ₹200 off. The ad features a man eating a salad and transforming into a Power Ranger, humorously illustrating the positive effects of healthy food. It concludes with a shot of a balanced meal in a lunchbox and the Swiggy logo. # Brand positioning Swiggy is presented as a convenient food delivery service that now offers a focus on healthy eating through its EatRight program. The brand aims to occupy a space in the consumer's mind as a provider of both convenience and nutritious options, catering to health-conscious individuals. The brand aligns with a lifestyle that values both health and ease of access to food. By offering a flat discount on nutritious meals, Swiggy pushes against the norm that healthy food is expensive or difficult to obtain. The brand positioning is both functional (convenient delivery) and emotional (feeling good about eating healthy). # Product The featured product is Swiggy's EatRight program, which offers nutritious meals delivered through the Swiggy app. The program is for individuals seeking healthy eating options without the hassle of cooking or meal preparation. The ad highlights a flat ₹200 discount on these meals. The USP is the combination of convenience and affordability in accessing healthy food. The ad shows a balanced meal in a lunchbox, including rice, grilled chicken, and various vegetables, suggesting a variety of nutritious options are available. The ad addresses the purchase barrier of healthy food being expensive by offering a discount. # Visual style The ad has a playful and humorous aesthetic, combining UGC-style footage with visual effects. The editing style includes quick cuts and transitions to enhance the comedic effect. The production quality is a hybrid of casual and polished, with the initial shots having a more natural feel and the transformation scenes incorporating visual effects. The pacing is quick, with cuts timed to the music. # Hooks Spoken: 00:05–00:09: Get nutritious meals at flat rupees 200 off with EatRight on Swiggy. Text overlay: 00:05–00:09: Nutritious meals at / 00:06–00:09: FLAT ₹200 off* with EatRight / 00:08–00:09: on Swiggy Visual: 00:05–00:09: A close-up shot of an orange lunchbox against an orange background. The lunchbox contains rice, grilled chicken, chickpeas, cucumbers, tomatoes, onions, and red cabbage. An orange utensil is placed on top of the food. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that healthy food can be expensive and difficult to access. The phrase "flat rupees 200 off" addresses the cost barrier. # Value propositions - Nutritious meals at a flat ₹200 off, making healthy eating accessible and affordable. # Benefits - Access to healthy food - Affordable meals # Features - Nutritious meals - Flat ₹200 off with EatRight # Call to action None used. # Social proof - None used. # Point of view - Customer 80% – The ad is primarily from the perspective of a customer experiencing the benefits of healthy food. - Brand 20% – The brand voice is present in the text overlays promoting the EatRight program and the Swiggy logo. # Storyline - 00:00–00:01 A man is shown eating a salad from a large orange bowl. - 00:01–00:03 Text overlay states, "My aura after first bite of healthy food." The man raises his hands, and a golden aura effect appears around him. - 00:03–00:04 The man transforms into an orange Power Ranger, striking a fighting pose. This is a humorous exaggeration of the positive effects of eating healthy food. - 00:04–00:05 The Power Ranger is shown with green energy effects emanating from his hands, further emphasizing the transformation and energy boost from healthy eating. - 00:05–00:09 A shot of a balanced meal in an orange lunchbox is displayed against an orange background. - 00:05–00:09 Text overlay states, "Nutritious meals at FLAT ₹200 off* with EatRight on Swiggy." - 00:09–00:10 The Swiggy logo appears with the tagline "Food you ❤️ on time."

# Ad summary The ad starts with the text overlay 'REGULAR DIP' and shows a man doing dips at the gym. Then it transitions to the text overlay 'ULTRA PRO MAX DIP' and shows a hand dipping a momo in a sauce. The ad promotes momos at ₹99 with free delivery from the food delivery app, Swiggy. # Brand positioning Swiggy is presented as a convenient and reliable food delivery app, emphasizing speed and dependability. The app is positioned as offering a wide variety of food options, with a focus on delivering food on time and satisfying the customer's cravings. The brand's tone is playful and energetic, aligning with a youthful and active lifestyle, as suggested by the ad's fast-paced editing and upbeat music. Swiggy distinguishes itself by offering specific deals and promotions like momos at ₹99 with free delivery, highlighting affordability and accessibility. # Product The featured product is momos available for purchase and delivery through the Swiggy app. The ad specifically highlights that momos are available at a price of ₹99 with free delivery. Momos are depicted being dipped in a red sauce, appealing to those who enjoy flavorful and affordable snacks or meals. The ad directly addresses the desire for convenient food options, presenting Swiggy as the solution for easy and quick access to momos. # Visual style The ad has a playful and energetic aesthetic, using quick cuts and contrasting visuals to create a humorous effect. The production quality is a mix of polished commercial shots and UGC-style close-ups, appealing to a younger audience familiar with social media trends. The pacing is fast, with cuts timed to the beat of the music, creating a sense of excitement and urgency. # Hooks Spoken: 00:00–00:02 [Music playing] Text overlay: 00:00–00:02 REGULAR DIP Visual: 00:00–00:02 In a brightly lit gym with large windows, a muscular man with a beard is performing dips on parallel bars. He is wearing a black tank top and black shorts. There are treadmills in the background and the text 'REGULAR DIP' is in the foreground. # Funnel stage Top of funnel (Awareness) # Pain points The pain point is the desire for a quick, affordable, and satisfying snack or meal option that is easily accessible without the hassle of cooking or going out. # Value propositions - Enjoy delicious momos without breaking the bank, delivered to your door for free. # Benefits - Affordable snack option - Convenient food delivery # Features - Momos at ₹99 - Free delivery # Call to action None used. # Social proof - None used. # Point of view - Brand 80% – The ad primarily presents the official voice of the brand through text overlays and the Swiggy logo. - Customer 20% – A hand dipping a momo in sauce communicates from the point of view of a customer enjoying the product. # Storyline - 00:00–00:02 00:00–00:02 A man is shown doing dips at the gym. This is meant to introduce the concept of a regular dip and is conveyed through a visual demonstration of the exercise. The audience experiences this from an observer's perspective, with a neutral tone. - 00:02–00:05 00:02–00:05 A hand dips a momo in a bowl of red sauce. This is a humorous contrast to the previous scene, playfully exaggerating the idea of dipping. The audience experiences this from a close-up perspective, with a lighthearted tone. - 00:05–00:08 00:05–00:08 The ad displays a plate of momos and advertises the price of momos at ₹99 with free delivery. This is to persuade the audience to buy momos at a great price. The audience is experiencing this from the brand's perspective. - 00:08–00:10 00:08–00:10 The Swiggy logo appears. This is a brand sign-off, reinforcing the app as the source for convenient food delivery. The audience experiences this from the brand's perspective, with a final message: 'Food you love, on time'.

# Ad summary This ad for Swiggy features a layered matcha drink. The ad shows the drink being made, and then shows a screen recording of the drink being ordered on the Swiggy app. The ad ends with the Swiggy logo and tagline. # Brand positioning Swiggy is presented as a convenient food delivery service that offers a wide variety of dishes, including trendy and visually appealing beverages like the featured matcha drink. The brand aims to occupy the space of a reliable and accessible platform for satisfying cravings and exploring new culinary experiences. The brand aligns with a lifestyle of convenience and indulgence, catering to consumers who value efficiency and variety in their food choices. Swiggy pushes against the norms of traditional dining by offering a seamless ordering and delivery experience, allowing customers to enjoy their favorite meals from the comfort of their homes. The brand positioning is both functional (providing a convenient delivery service) and emotional (satisfying cravings and offering a sense of indulgence). # Product The featured product is a layered matcha drink, visually appealing with distinct layers of color and texture. The drink consists of a base layer of boba pearls and sliced strawberries, followed by a pink layer of milk, ice cubes, and a top layer of matcha. The matcha is prepared by whisking matcha powder with water until smooth. The drink is presented as a visually appealing and trendy beverage, perfect for those seeking a refreshing and indulgent treat. The ad addresses the purchase barrier of convenience by showcasing how easily the drink can be ordered through the Swiggy app. The ad tells the viewer that this product is worth trying or buying because it is a visually appealing, trendy, and easily accessible beverage. # Visual style The ad has a polished and vibrant aesthetic, with bright colors and close-up shots that highlight the visual appeal of the matcha drink. The editing style is quick and dynamic, with fast cuts that keep the viewer engaged. The production quality is high, with professional lighting and clear visuals. The pacing is fast, with cuts timed to the music beats. # Hooks Spoken: 00:05–00:06: [Male voiceover] Whisk to perfection. Visual: 00:05–00:06: A close-up shot shows matcha being poured into a clear plastic cup filled with boba pearls, sliced strawberries, pink milk, and ice. The background is a dark green color. # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - The layered matcha drink offers a visually appealing and trendy beverage experience. - The combination of boba pearls, sliced strawberries, pink milk, ice cubes, and matcha creates a refreshing and indulgent treat. # Benefits - Visually appealing - Trendy - Refreshing - Indulgent # Features - Layered matcha drink - Boba pearls - Sliced strawberries - Pink milk - Ice cubes # Call to action Order Matcha from Swiggy now! # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing the product and promoting the Swiggy app. # Storyline - 00:00–00:02 A hand whisks matcha powder and water together in a bowl. - 00:02–00:06 00:02–00:06: A clear plastic cup is filled with boba pearls, sliced strawberries, pink milk, and ice. Matcha is poured into the cup, creating a layered effect. - 00:06–00:09 00:06–00:09: The finished drink is shown with a lid on top. A hand picks up the drink and places it on a white surface. - 00:09–00:12 00:09–00:12: A screen recording of the Swiggy app is shown, displaying the matcha drink and other menu items. Text overlays promote the starting price of dishes and encourage viewers to order matcha from Swiggy.

# Ad summary This image ad for Salad Days promotes their soups, offering 40% off with the code 'TRYNEW'. The ad features three soup varieties: Broccoli, Kale & Almond Soup, Mushroom Chicken Soup, and French Onion Soup. The ad also features the Swiggy logo, indicating that the soups are available for delivery through Swiggy. # Brand positioning Salad Days is presented as a provider of fresh, comforting, and healthy meal options, specifically highlighting their soups. The brand aims to occupy a space in the consumer's mind as a convenient and delicious choice for those seeking nutritious and comforting meals. The brand aligns with a lifestyle that values both health and convenience, offering a variety of soup options to cater to different tastes. Salad Days seems to ignore the norms of overly processed or unhealthy fast food options, instead focusing on fresh ingredients and comforting recipes. The brand positioning is both functional (providing convenient and healthy meals) and emotional (offering comfort and satisfaction through their soups). # Product The ad features three soup varieties from Salad Days. The first is Broccoli, Kale & Almond Soup, a green-colored soup with visible pieces of broccoli, kale, and sliced almonds. The second is Mushroom Chicken Soup, a beige-colored soup with sliced mushrooms and croutons. The third is French Onion Soup, a brown-colored soup with a large piece of toasted bread and melted cheese on top. All three soups are served in white bowls. The soups are presented as 'Slurp Worthy Comfort,' emphasizing their deliciousness and comforting qualities. The ad addresses the purchase barrier of trying something new by offering a 40% discount with the code 'TRYNEW,' encouraging customers to sample the soups. # Visual style The ad features a clean and appetizing visual style with a focus on showcasing the soups. The production quality appears to be high, with well-lit and styled shots of the soups. The visual motif is a flatlay arrangement of the soup bowls on a wooden surface. The image treatment includes color grading to enhance the warmth and richness of the soups. The typography is clean and legible, with a focus on highlighting the key message and offer. The style is designed to be visually appealing and easily scannable in a social media feed. # Hooks Headline: Slurp Worthy Comfort # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - 40% OFF USE 'TRYNEW' # Benefits - Slurp Worthy Comfort # Features - Broccoli, Kale & Almond Soup - Mushroom Chicken Soup - French Onion Soup # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand's perspective is present throughout the ad, showcasing the soup options, emphasizing their comforting qualities, and offering a discount to encourage trial. # Storyline - The ad starts by showcasing three different soup options from Salad Days, visually presenting the variety and freshness of the ingredients. This is from the brand's perspective, aiming to entice viewers with appealing visuals of their soup offerings. - The ad then highlights the soups as 'Slurp Worthy Comfort,' emphasizing the emotional benefit of enjoying a warm and delicious meal. This is from the brand's perspective, positioning the soups as a comforting and satisfying choice. - The ad introduces a 40% discount with the code 'TRYNEW,' incentivizing viewers to try the soups. This is from the brand's perspective, aiming to overcome the barrier of trying a new product by offering a financial incentive. - The ad concludes with the Swiggy logo and tagline 'Food you ❤️, on time,' indicating that the soups are available for delivery through Swiggy. This is from Swiggy's perspective, highlighting the convenience and reliability of their delivery service.

# Ad summary This Swiggy ad uses a bold and visually striking demonstration of how to order food, showcasing high-quality images of dishes and drink. It leverages music and motion to grab attention, ultimately highlighting a discount offer and brand message. # Brand positioning Swiggy is an online food delivery platform that brings convenience to consumers. The brand is presented as an accessible and reliable service for satisfying hunger, emphasizing the wide variety of food options available and the ease of ordering through their app. Swiggy aims to occupy the space of a go-to choice for food delivery, catering to those who value speed, variety, and savings. The brand's tagline, "Food you love, on time," further reinforces its commitment to reliability and customer satisfaction, distinguishing it from competitors who may not deliver as promptly or consistently. # Product The Swiggy app is a food delivery service that allows users to order from various restaurants and have the food delivered to their doorstep. The app provides a platform for browsing menus, selecting dishes, and placing orders from the convenience of a smartphone. It is intended for anyone looking for a quick and easy meal solution, whether at home, work, or on the go. The app offers access to a wide range of cuisines and restaurants, with potential discounts of up to 60% off on selected favorites. The ad addresses the common purchase barrier of convenience by showcasing how easily users can satisfy their cravings with fast and reliable delivery. The ad highlights a food item called "Birya," which is described as fragrant biryani rice cooked with spices and herbs. # Visual style The ad features a polished commercial aesthetic with vibrant colors, close-up shots of food, and dynamic transitions. The editing style includes quick cuts and smooth transitions to maintain a fast pace. The use of bright lighting and contrasting colors helps create a visually stimulating experience. The BPM of the music is fast and well synced to product actions. # Hooks Spoken: 00:07–00:09 Hungry? Text overlay: 00:07–00:09 HUNGRY? Visual: 00:07–00:09 The camera frames the bowl of rice and skewer with the red soda can. The background is solid orange. # Funnel stage Middle of funnel (Consideration) # Pain points The pain point addressed is the inconvenience and time investment associated with cooking or going out to eat. The ad shows the customer asking, "Hungry?", which clearly signals the viewer's problem of being hungry. # Value propositions - Convenience through app-based ordering. - Value for money through potential 60% discounts. # Benefits - Satisfy hunger quickly and easily - Convenient meal solutions - Access to diverse food options - Savings through discounts # Features - Wide range of cuisines and restaurants - Mobile app convenience - Fast and reliable delivery - Potential discounts of up to 60% off on selected favorites - Fragrant biryani rice cooked with spices and herbs # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective. # Storyline - 00:00–00:03 00:00–00:03 The camera focuses on a steaming bowl of biryani and a metal skewer with grilled meat. The camera then zooms in on a can of beverage being opened, as spray is released from the lid being popped open. - 00:03–00:05 00:03–00:05 This shot is intended to visually stimulate the viewer's appetite by emphasizing the food and drink, setting the tone for the rest of the ad. This is the brand's way of speaking to the audience. The camera captures close-up and medium shots, to capture the steam rising from the biryani, and the condensation forming on the soda can. - 00:05–00:07 00:05–00:07 The products are placed side by side in a way that implies that they are to be enjoyed together. This shot continues to emphasize the food and beverage to get the consumer to consider them. - 00:07–00:09 00:07–00:09 Transitioning from realistic food presentation, the background changes to an orange backdrop with the text overlay, "HUNGRY?" displayed next to the products. - 00:09–00:12 00:09–00:12 The screen transitions to the Swiggy app interface and shows a 60% discount offer, visually stimulating the viewer's consideration to order. - 00:12–00:13 00:12–00:13 The final shot shows the Swiggy logo and tagline, "Food you love, on time," reinforcing the brand's message and call to action.

# Ad summary This ad features a man who is tired after a long day and decides to order Pav Bhaji from Swiggy. He enjoys the meal and encourages viewers to order now, highlighting a discount and free delivery on first orders. # Brand positioning Swiggy is presented as a convenient and reliable food delivery service that caters to cravings and provides comfort after a long day. The brand is positioned as a go-to option for satisfying hunger with a variety of food choices, emphasizing speed and ease of use. Swiggy aims to occupy a space in the consumer's mind as a provider of comfort and satisfaction through food, aligning with a lifestyle where convenience and indulgence are valued. The brand pushes against the norm of having to cook or go out to eat, offering a simple solution to enjoy favorite meals at home. The brand positioning is both functional (delivery service) and emotional (comfort, satisfaction). # Product The featured product is Swiggy, a food delivery service accessible via a mobile app. It allows users to order from a wide variety of restaurants and have the food delivered to their location. The ad highlights the convenience of using Swiggy to satisfy cravings, specifically for Pav Bhaji. The app is shown being used to browse and select a meal, emphasizing the ease of ordering. The ad addresses the purchase barrier of cost by mentioning a ₹100 discount and free delivery on the first order. The use occasion is after a long, tiring day when the user seeks comfort food. # Visual style The ad has a casual, UGC-style aesthetic with a mix of static and slightly shaky camera work. The production quality is decent, giving it a relatable feel. The editing style includes simple cuts between shots, maintaining a consistent pace throughout the video. The lighting is natural, and the color grading is minimal. # Hooks Spoken: Male 1: [Sighs] Today was a lot. I need something comforting. And honestly, Pav Bhaji se better kya ho sakta hai? Visual: 00:00–00:01: A man wearing a maroon turban, a black t-shirt, and a gray jacket sits on a black couch in a room with olive green walls. He is adjusting the strap of a black bag across his chest. A floor lamp is visible in the background. / 00:01–00:06: The man sits on the couch, looking directly at the camera and talking. He gestures with his hands as he speaks. # Funnel stage Bottom of funnel (Conversion) # Pain points The central frustration is the need for comfort and satisfaction after a long, tiring day. The man explicitly states, "Today was a lot. I need something comforting." # Value propositions - Convenient food delivery service to satisfy cravings after a long day - Cost savings with ₹100 off and free delivery on first order # Benefits - Convenience of ordering food from home - Satisfaction of cravings - Comfort after a long day - Cost savings with discounts and free delivery # Features - Food delivery service - Mobile app for ordering - Wide variety of restaurants - ₹100 off on first order - Free delivery on first order # Call to action Order now. # Point of view - Customer 100% – The entire ad is told from the perspective of a customer who is using and enjoying the Swiggy service. # Storyline - 00:00–00:06 The man is tired after a long day and wants something comforting. - 00:04–00:06 He decides that Pav Bhaji is the perfect comfort food. - 00:06–00:11 He uses the Swiggy app to order Pav Bhaji. - 00:11–00:15 The food arrives, and he expresses his excitement. - 00:15–00:30 He enjoys the Pav Bhaji, commenting on its taste and quality. - 00:30–00:34 He highlights that Swiggy is offering ₹100 off and free delivery on the first order, encouraging viewers to order now.

# Ad summary This Swiggy ad uses the Holi festival to market the Swiggy 99 store's Holi specials with a creative video, showcasing digitally-added effects that include a robotic suit and an airplane. # Brand positioning Swiggy is presented as a modern and convenient online food and grocery delivery platform. It promotes a sense of joy, cultural relevance, and special deals, aligning with the festive spirit of Holi. The brand emphasizes affordability through the mention of the '99 store'. Swiggy aims to occupy the space of an on-demand service that caters to immediate needs and spontaneous desires, making it easy for customers to enjoy Holi specials at home. The brand uses humor and trending memes to connect with a younger audience. # Product Swiggy promotes its '99 store' featuring Holi specials. The ad highlights gujiya (a traditional sweet) and what appears to be a glass of lassi. The offer is 'Holi specials at just Rupees 99', emphasizing affordability and special festive offerings. This implies a range of Holi-related items, including sweets and beverages, are available on the Swiggy app at discounted prices. The ad targets users who want to enjoy Holi treats conveniently, addressing the barrier of going out to buy festive foods. The focus is on easy access to Holi essentials through the Swiggy app. # Visual style The ad uses a mix of UGC-style footage from Holi celebrations and digitally-enhanced visuals to create a playful and dynamic feel. Editing is fast-paced, with quick cuts and transitions that align with the energetic music. The color palette is vibrant, emphasizing the colorful nature of Holi and the brand's orange color. The overall tone is modern and humorous, aimed at a younger audience. # Hooks Spoken: 00:00–00:02: Female: POV: Babe said there is gujiya at home. Text overlay: 00:00–00:03: POV: Babe said “There’s gujiya at home” Visual: 00:00–00:03: A medium shot from a low angle captures a group of people at a Holi celebration. The foreground features a man with light skin and a trimmed beard. He wears sunglasses and a horizontally-striped white and orange shirt. He is lifted on the shoulders of the crowd, who are all covered in colored powder. People behind him are also covered in colors, some are playing drums. The camera bobs and weaves with the movement of the crowd. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies the viewer may not have gujiya at home and would want it, or that the viewer might not want to attend the Holi festival to get the food themselves. # Value propositions - Holi specials at ₹99 - Easy and affordable access to festive treats # Benefits - Affordable Holi treats - Convenient access via Swiggy # Features - Holi specials - 99 store # Call to action None used. # Social proof - None used. # Point of view - Customer 80% – Communicated through the Holi festival setting and the implied user perspective of wanting gujiya. - Brand 20% – Official messaging about Holi specials is communicated through the Swiggy logo. # Storyline - 00:00–00:03 The scene is at the Holi festival as a man is lifted on the shoulders of those celebrating. Text overlay reads, 'POV: Babe said “There’s gujiya at home.”' - 00:03–00:04 In response to hearing there is gujiya at home, the man gets a robotic suit digitally added to his body. - 00:04–00:07 The man then morphs into an airplane with a jet stream shooting out from behind as he flies away. - 00:07–00:09 Cut to an eye-level view of food, including gujiya, a glass of lassi, and colored powders, on an orange background. - 00:09–00:12 The ad transitions to promoting Holi specials at the 99 store, reinforcing the affordability. - 00:12–00:13 Final shot of the Swiggy logo.

# Ad summary This ad promotes Charcoal Eats' Chicken Tangdi Biryani Bowl, highlighting its starting price of ₹149. It features a celebrity endorsing the product, emphasizing the taste and its availability on Swiggy. # Brand positioning Charcoal Eats is presented as a modern food brand offering flavorful and affordable biryani options, primarily targeting a younger demographic interested in convenient and tasty meals. The brand aligns with a fun, vibrant lifestyle, pushing against traditional dining norms by offering quick, easily accessible meals through delivery platforms. The brand positioning leans towards emotional appeal through the catchy slogan 'Biryani ka Nasha,' and functional appeal through the convenience of its biryani bowls. # Product The featured product is the Chicken Tangdi Biryani Bowl from Charcoal Eats, a single-serving meal consisting of biryani rice topped with a flavorful chicken tangdi (leg piece). It's marketed towards individuals looking for a quick, satisfying meal, emphasizing the product's delicious taste and convenience. The product is available for purchase and delivery through Swiggy, highlighting its accessibility. A key selling point is the starting price of ₹149, making it an affordable option for a wide range of customers. The bowl format suggests ease of consumption, addressing potential barriers related to messiness or portion control. The slogan 'Feel the High' suggests an elevated dining experience through taste and flavor. # Visual style The ad features a vibrant and energetic visual style, with bright colors and a clean layout. The editing style is static, maintaining a single shot throughout the ad. The production quality appears polished, resembling a commercial-style advertisement aimed at creating an appealing and trustworthy impression. The pacing is consistent due to the static nature of the visuals. The elements on screen are carefully placed to draw attention to the food and the celebrity endorser. # Hooks Text overlay: 00:00–00:04: CHARCOAL EATS / 00:00–00:04: BIRYANI KA NASHA / 00:00–00:04: STARTING AT Visual: 00:00–00:04: The background is a radial burst pattern of orange and white. In the upper left, the 'Charcoal Eats' logo is displayed. Large white text reads 'BIRYANI KA NASHA' and 'STARTING AT ₹149'. A bowl of Chicken Tangdi Biryani sits to the left of a smiling man in a yellow and white striped shirt, who is pumping his fist. A white arrow points to the bowl with the text 'Chicken Tangdi Biryani Bowl' below. In the bottom left, the Swiggy logo indicates availability. The camera is static, providing a straightforward product and celebrity endorsement visual. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies the pain point of craving a satisfying and flavorful meal without wanting to spend a lot of money or time. 'BIRYANI KA NASHA' suggests an intense craving, addressed by the affordable and easily available product. # Value propositions - Affordable indulgence: Enjoy tasty biryani at an accessible price point (₹149). # Benefits - Convenient meal option - Affordable price - Delicious taste (implied by 'FEEL THE HIGH') # Features - Chicken Tangdi Biryani Bowl - Starting at ₹149 # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing product visuals and messaging to promote the Chicken Tangdi Biryani Bowl. # Storyline - 00:00–00:04 00:00–00:04: The ad opens with a dynamic visual featuring a bowl of Chicken Tangdi Biryani alongside a smiling celebrity endorser. The message is to create excitement and introduce the product in an appealing way, using celebrity appeal and vivid food presentation. The perspective is from the brand, aiming to entice viewers with a visually attractive and endorsed offering. The tone is energetic and inviting, progressing the narrative by immediately showcasing the product and its endorser.

# Ad summary This image ad for Swiggy highlights the availability of gujiya, thandai, and more at ₹99 from the 99 store, likely for the Holi festival celebration. # Brand positioning Swiggy is presented as a food delivery service that provides food on time. The brand aims to occupy the space of a reliable and timely food delivery service in the consumer's mind. It promotes the values of convenience and efficiency, aligning with the lifestyle of busy individuals who want food delivered quickly. The brand follows the category norms of other food delivery services, focusing on functional positioning by emphasizing speed and reliability. # Product The ad features gujiya and thandai, traditional Indian sweets and beverages, available through Swiggy's 99 store. Gujiya are deep-fried sweet dumplings filled with dried fruits and nuts, while thandai is a milk-based drink flavored with nuts and spices. The products are offered at a price of ₹99. The ad addresses the purchase barrier of convenience by highlighting the availability of these festive treats through Swiggy's delivery service. # Visual style The ad has a vibrant and festive visual aesthetic, using bright colors and decorative elements to evoke a sense of celebration. The production quality is high, with well-lit studio shots of the food items. The image treatment includes color grading to enhance the vibrancy of the colors. The ad's style is well-suited for in-feed placement, with a visually appealing and easily scannable design. # Hooks Headline: Guj guj hota hai. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the potential inconvenience of preparing or acquiring traditional festive foods like gujiya and thandai. The visual of the food and powders needed to celebrate Holi, combined with the offer of delivery, implies the pain point of needing to shop or prepare these yourself: "Get gujiya, thandai and more at ₹99:" # Value propositions - Get gujiya, thandai and more at ₹99 # Benefits - Convenient access to festive foods # Features - Gujiya - Thandai - Available at the 99 store # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand logo and slogan 'Food you ❤️, on time.' are placed at the top, establishing the brand's presence and value proposition. - Brand: The phrase "Get gujiya, thandai and more at ₹99:" is displayed, showcasing the product offering and price point. - Customer: The image of the arranged food creates an appealing image of the treats available for purchase. # Storyline - The ad opens with a catchy phrase, "Guj guj hota hai," which may be a playful reference to the sound or feeling associated with enjoying these festive foods. This is from the brand's perspective, intending to capture attention and create a sense of excitement. - Next, the ad highlights the availability of gujiya, thandai, and more at ₹99 through Swiggy's 99 store. This is from the brand's perspective, showcasing the product offering and price point to entice customers. - Finally, the ad visually presents the festive foods arranged on a decorative plate with bowls of colored powder and a clay pot of thandai. This visual is designed from the customer's perspective, creating an appealing image of the treats available for purchase.

# Ad summary This ad for Swiggy promotes Iftari combo meals for the Ramzan holiday. The ad depicts an appetizing meal with a variety of options. # Brand positioning Swiggy is presented as a convenient food delivery service, providing customers with a wide variety of options. The ad highlights the brand's ability to deliver food quickly, as indicated by the tagline 'Food you ❤️, on time.' By focusing on Iftari combos and Ramzan, Swiggy aims to connect with customers on a cultural and emotional level, offering them a way to celebrate the holiday with ease and savings. The brand aims to occupy the space of a reliable and culturally aware food delivery partner. # Product The ad features Swiggy's Iftari combos, a variety of meal options available during Ramzan, highlighting a diverse spread of food items perfect for breaking the fast. The combos include traditional dishes, sweets, and beverages. The meal is advertised for purchase at the '99 store,' implying a budget-friendly option for customers celebrating Ramzan. The ad emphasizes the convenience and affordability of enjoying a complete Iftari meal through Swiggy's delivery service. The purpose of the ad is to entice viewers to order the meal for enjoyment during Iftar. # Visual style The ad uses a visually appealing and culturally relevant design to promote Swiggy's Iftari combos. The production quality is high, with professionally shot images of the food and a well-composed layout. The image treatment includes a faded, vintage effect to create a warm and inviting atmosphere. The ad uses a platform-native style, resembling a typical in-feed post with a clear headline, attractive visuals, and a call to action. # Hooks Headline: Iss Ramzan, Khushiyan Aur Savings Dono. Enjoy Iftari combos at 99 store* # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Enjoy Iftari combos at 99 store* # Benefits - Khushiyan (Joy) - Savings Dono (Savings Also) # Features - Iftari combos # Call to action None used. # Social proof - None used. # Point of view - Brand: Top caption, which introduces the brand and its tagline, demonstrating the company's promise to its customers. - Brand: The text 'Iss Ramzan, Khushiyan Aur Savings Dono. Enjoy Iftari combos at 99 store' is from the Brand's POV, promoting the offer of the service. - Customer: The product images shows the customers how the product that is being advertised is portrayed, which allows the customer to see what they are going to purchase. # Storyline - The ad begins by celebrating 'Iss Ramzan,' highlighting the joy ('Khushiyan') and savings ('Savings Dono') associated with the holiday. This message is conveyed from the brand's perspective, aiming to set a positive and festive tone to connect with the audience emotionally and culturally. - The ad invites viewers to 'Enjoy Iftari combos at 99 store,' offering a specific and affordable meal option. This is conveyed from the brand's perspective, presenting a clear and budget-friendly offer to make the product accessible and appealing. - The image showcases the Iftari meal options, with a spread of traditional dishes, sweets, and beverages arranged to look appetizing. This part of the story is told from the customer's perspective, visually showcasing the variety and appeal of the meal they can enjoy.

# Ad summary This image ad for Swiggy advertises Holi specials at ₹99 from the 99 store. It features a plate of fried pastries, bowls of colored powder, and a clay pot of dessert. # Brand positioning Swiggy is presented as a modern and convenient food delivery platform that caters to diverse culinary needs. Explicitly positioned with the tagline 'Food you ❤️, on time,' the brand emphasizes its reliability and emotional connection to food. The ad promotes festival specials at affordable prices via the '99 store,' reinforcing its commitment to making quality food accessible. Swiggy aligns with the fast-paced lifestyle of today's consumers, promoting simplicity and efficiency by delivering food directly to their doorstep. The brand targets everyday consumers and those celebrating special occasions. # Product The advertised product is a selection of festival specials available through Swiggy's '99 store.' The image features traditional Holi treats, including a plate of golden-brown fried pastries with almond slivers and a clay pot filled with a creamy, nut-garnished dessert, likely representing traditional Indian sweets. Additionally, there are bowls of vibrant colored powder, symbolic of Holi celebrations, suggesting that Swiggy offers everything needed to enjoy the festival. These Holi specials are priced at ₹99, making them an affordable option for customers. The product is for anyone looking to conveniently enjoy and celebrate the Holi festival with traditional foods and colors, delivered to their doorstep. # Visual style The ad uses a bright and inviting visual style with a cohesive color scheme, dominated by the brand's signature orange. The food and colored powders are prominently displayed to evoke the festive spirit of Holi. The composition is clean and simple, with clear typography and a focus on the product offerings. The use of a dashed outline around the main visual block adds a subtle, modern touch. # Hooks Headline: Holi highs # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - ₹99 festival specials - Convenient delivery # Benefits - Enjoy Holi with affordable festive treats. # Features - Specials at ₹99* # Call to action None used. # Social proof - None used. # Point of view - Brand: The Swiggy logo and tagline introduce the brand and its promise of timely delivery, establishing its identity and service. - Brand: The text 'Holi highs' and 'Specials at ₹99*' communicates the offer and festive theme. - Customer: The visual elements of festive foods evoke the experience of celebrating Holi with Swiggy's products. # Storyline - The ad starts by introducing the Swiggy brand and its promise of delivering 'Food you ❤️, on time', setting the stage for convenience and emotional satisfaction. The brand tells this part of the story to position itself as the go-to food delivery service. - The ad then highlights 'Holi highs' and 'Specials at ₹99*', immediately capturing attention with the festival theme and affordability. This section is told from the brand's perspective, drawing the viewer in with an enticing offer. - Finally, the visual elements display a selection of festive foods like fried pastries, colored powder, and a dessert in a clay pot. It encourages the audience to imagine celebrating Holi with these products delivered by Swiggy, as told from a customer's point of view.

# Ad summary This image ad for Swiggy promotes MAIZ Mexican Kitchen in Hyderabad with a focus on their Quesadillas. The ad uses an image of a gooey quesadilla with a coupon offer. # Brand positioning Swiggy is presented as a convenient food delivery service, focused on timeliness and user satisfaction, as expressed through the tagline 'Food you ❤️, on time.' The brand aims to occupy a space in the consumer's mind as a reliable and caring option for food delivery. The heart emoji suggests a friendly and personable tone, while the promise of being 'on time' emphasizes efficiency, positioning the brand as functional and reliable. It fulfills the category norms for food delivery brands, centering its positioning on speed, convenience, and customer satisfaction. # Product The featured product is a Quesadilla from MAIZ Mexican Kitchen. It's depicted as a folded tortilla filled with cheese and other ingredients, with melted cheese visibly stretching out as it is pulled apart. The quesadilla appears to be hand-held, suggesting immediate consumption and convenience. The ad spotlights the cheesy and savory aspect of the quesadilla, highlighting its appealing texture. It doesn't explicitly mention ingredients, but implies freshness and quality, enticing the viewer to try it. The ad aims to overcome potential purchase barriers by offering a discount. # Visual style The ad utilizes a clean, modern visual style with bright, contrasting colors (orange and yellow) to attract attention. The production quality appears to be highly polished, with a focus on food photography. The typography is bold and legible, enhancing scannability. The ad feels native to social media platforms due to its straightforward layout, use of an appetizing food image, and clear offer. # Hooks Headline: Say Cheese, Hyderabad # Funnel stage Bottom of funnel (Conversion) # Pain points The ad implies a pain point of food cravings that require a convenient and affordable solution, since the ad features an image of a cheesy quesadilla and offers ₹100 off. # Value propositions - Get ₹100 Off on Quesadilla # Benefits - None used # Features - ₹100 Off # Call to action None used. # Social proof - None used. # Point of view - Brand: The Swiggy logo and tagline position the service as reliable and user-centric. - Brand: The focus on 'MAIZ MEXICAN KITCHEN', and the text 'Say Cheese, Hyderabad' are from the perspective of a specific restaurant and location. - Customer: The image of the quesadilla with cheese being pulled apart is from the perspective of a potential customer, designed to look appetizing. - Brand: The offer of ₹100 Off, and 'T&C apply' are from the brand's perspective and encourage a purchase. # Storyline - The ad starts with the brand, Swiggy, highlighting its logo and tagline ('Food you ❤️, on time.'), conveying the message that Swiggy is a reliable and caring food delivery service from the brand's perspective. - The ad then showcases MAIZ Mexican Kitchen in Hyderabad, with the text 'Say Cheese, Hyderabad', creating a personalized and inviting experience for the viewer from the brand's perspective. - The image of the cheese-filled quesadilla being pulled apart is designed to showcase the deliciousness of the food, tempting the viewer to place an order from the customer's perspective. - The ad ends with an offer of ₹100 Off, and 'T&C apply', encouraging the viewer to make a purchase from the brand's perspective.

# Ad summary This image ad for Swiggy promotes a Chipotle Chicken Burrito Bowl from MAIZ Mexican Kitchen with a discount offer. # Brand positioning Swiggy is presented as a modern and convenient food delivery service that values speed and customer satisfaction. The brand aims to occupy the space of a reliable and user-friendly platform that provides access to a wide range of food options. The brand promotes ease and convenience, aligning with a fast-paced lifestyle, and ignores the traditional norms of dining by bringing the restaurant experience directly to the customer's location. Its positioning is functional, focusing on the performance and simplicity of ordering food online. # Product The advertised product is a Chipotle Chicken Burrito Bowl from MAIZ Mexican Kitchen. It is a customizable meal served in a bowl, featuring a base of cilantro lime rice, topped with black beans, chipotle chicken, lettuce, cheese, sour cream, and fajita veggies. The ad does not explicitly state who the product is for, but it implies it is for individuals seeking a quick and customizable meal option. The USPs include fresh ingredients and customizable components. The bowl is suitable for lunch or dinner occasions. The ad does not explicitly address any purchase barriers but emphasizes the variety and appeal of the ingredients. # Visual style The ad uses a clean and direct visual style, prioritizing clarity and appetizing presentation. The production quality appears to be professionally shot, with even lighting and a clear focus on the food. The layout is simple, focusing on the product as the main element with overlaid text annotations. The image treatment includes background removal and color enhancement to make the ingredients appear vibrant and fresh. The typography is integrated cleanly, with labels pointing to each ingredient. The style contrasts with the typical chaotic and unfiltered aesthetic of some social media content, opting for a more polished and controlled look to enhance scannability and appeal. # Hooks Headline: Get ₹100 Off # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the desire for a quick and convenient meal solution, without stating a specific pain point. # Value propositions - ₹100 Off Chipotle Chicken Burrito Bowl # Benefits - ₹100 Off # Features - Cilantro Lime Rice - Black Beans - Chipotle Chicken - Lettuce - Cheese - Sour Cream - Fajita Veggies # Call to action None used. # Social proof - None used. # Point of view - Brand: Displayed in the top portion of the image, emphasizing Swiggy and MAIZ Mexican Kitchen logos, which communicates the brand's endorsement and availability. - Customer: Visualized through the direct, overhead shot of the burrito bowl with labeled ingredients, enticing them with the fresh components and culinary appeal. - Brand: The 'Get ₹100 Off' section, which aims to communicate promotional offers to drive sales. # Storyline - The ad begins by showcasing the Swiggy brand at the top of the frame to signal that the food is available for delivery through their platform. The message conveyed is that Swiggy is associated with food delivery. This is the brand's perspective. - Next, the ad transitions to the central image of the Chipotle Chicken Burrito Bowl, highlighting its fresh ingredients. This part of the story is intended to create desire and showcase the variety of components inside the bowl. The audience experiences this from the customer's perspective, seeing the appealing combination of ingredients. - The ad concludes with an offer of ₹100 off on the Chipotle Chicken Burrito Bowl, aiming to incentivize immediate purchase. This is the brand offering a deal to encourage sales, from the brand's perspective.

# Ad summary This ad for Harvest Salad Co. uses upbeat music and quick cuts of ingredients being prepped and the finished products to entice users to order. The Swiggy delivery logo is also displayed. # Brand positioning Harvest Salad Co. is presented as a purveyor of fresh, vibrant salads, sandwiches, and beverages, emphasizing health and convenience. The brand's logo, featuring a sun and plant imagery, is prominently displayed next to the Swiggy logo, suggesting a partnership for delivery. The ad showcases the food being prepared from scratch with fresh ingredients, highlighting the brand's commitment to quality and health. The brand positions itself as a modern, health-conscious option that does not sacrifice flavor or convenience and also follows the trend of using food delivery service apps. The brand aesthetic is clean and modern, appealing to those who value both nutrition and taste. # Product The advertised products include a variety of salads, sandwiches, and lemon iced tea. The salads consist of vibrant, colorful arrangements of ingredients like lettuce, tomatoes, olives, chicken, pickled onions, broccoli, quinoa, and various dressings. The sandwiches feature artisan breads filled with fresh vegetables, cheese, and flavorful proteins like mushrooms. The lemon iced tea is packaged in clear bottles, highlighting its refreshing appeal. The ad focuses on the freshness and quality of the ingredients, emphasizing that each item is made with care. The products are for individuals looking for healthy, convenient meal options without sacrificing taste. The arrangement of ingredients, preparation techniques, and final presentation make these products worth trying or buying for their nutritional value, visual appeal, and ease of access through delivery services. # Visual style The ad features a polished, commercial aesthetic with vibrant, natural lighting. The editing style uses quick cuts to showcase each step of food preparation and product presentation, creating a fast-paced rhythm that keeps viewers engaged. The production quality is high-end, supporting the intended tone of freshness and quality. Visual motifs include overhead shots of food arrangement, close-ups of fresh ingredients, and shots of hands preparing the dishes. The pacing is consistent, with approximately 140 BPM, syncing food actions with the music beat, enhancing the ad's visual appeal. # Hooks Spoken: 00:00–00:01 [Singing] Got this feeling now, I'm gonna take the plate. Text overlay: 00:00–00:01 Food you❤️, on time. Visual: 00:00–00:00 A round beige plate sits on a mint-green surface covered with a patterned white paper. Around it are bowls of chopped tomatoes, hummus topped with olives, and a bowl of olives with pickled red onions. The Swiggy and Harvest Salad Co logos are displayed above the plate in the background. The camera is static and provides an overhead view, focusing on the placement and presentation of the ingredients and the paper. / 00:00–00:01 A person's hands place a colorful salad bowl on top of the paper. It is filled with grains, cucumbers, red cabbage, broccoli, and some type of protein. The background is still a mint-green surface with the Swiggy and Harvest Salad Co. logos displayed. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Enjoy fresh, high-quality salads and sandwiches delivered on time. # Benefits - Food you ❤️, on time. # Features - Salads - Sandwiches - Lemon Iced Tea # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The brand voice is presented through stylized shots of food preparation and product display, emphasizing freshness and quality. # Storyline - 00:00–00:01 00:00–00:01 A white paper is shown on a round plate, then a colorful salad is placed on top of it. - 00:01–00:02 00:01–00:02 This shot shows the end result of a salad creation. - 00:02–00:04 00:02–00:04 Meat is shown being turned over with tongs, then mushrooms are thrown into a pan. - 00:04–00:07 00:04–00:07 A tomato is cut, and a cut of grilled meat is sliced up with a knife. - 00:07–00:14 00:07–00:14 Different sandwiches and salads are shown on white plates. - 00:14–00:23 00:14–00:23 Toasting lemon iced teas and a view of more prepared food is shown.