This social media marketing campaign incentivised the audience with a year’s worth of food vouchers on Swiggy. All the participant had to do was create a waveform resembling food shapes through voice notes on Instagram, which was a new feature, back in 2019. 

“The first 12 hours of the challenge saw close to 10,000 entries”, according to P G Aditya, Executive Creative Director at Dentsu Webchutney. Influencers including Rohan Joshi and Shristi Bansal along with comedians, musicians, and rappers, among others participated. 

This social media campaign bagged 3 Bronze Lions at Cannes Lions 2019. Created by Dentsu Webchutney, it drove more than 16 million social media impressions too. Swiggy also enjoyed a 40% rise in Instagram followers. You can read more about this campaign in Swiggy’s digital marketing strategy.