Swiggy is set to spice up your feed and cravings with its latest campaign, inspired by YouTube’s viral sensation, India’s Got Latent.

This campaign showcases Swiggy’s Bolt offering, which delivers meals and beverages within a record 10 minutes. The quirky ad, now live on Swiggy India’s Instagram, ropes in some of the show’s most memorable contestants, including Keshav Jha, Sharon, Naman Arora, Suryansh Tiwari, and Sewashree Burah.

Behind the Campaign: A Dreamy Twist

The ad humorously plays with the eccentricities that made these contestants household names. It opens with Naman Arora slipping into a dream where he encounters each contestant in their signature element:

• Suryansh Tiwari flawlessly channels his Salman Khan impersonation.
• Sewashree Burah strums her guitar, bringing a melodic twist to the scene.
• Sharon, known for her infectious laugh, dons a ghostly avatar.
• Keshav Jha shines with his trademark flair.

As the chaos crescendos, Arora is jolted awake by his phone’s notification, signaling that his Swiggy Bolt order has arrived on time.

Swiggy’s Affair with Influencers

This isn’t the first time Swiggy has tapped into influencer-driven content. The brand has previously collaborated with internet sensations like Puneet Superstar, Dolly Chaiwala, Vada Pav Girl, and Ganji Chudail, creatively spotlighting its features like group ordering and instant delivery.

With India’s Got Latent contestants joining the mix, Swiggy continues to cement itself as a culturally relevant brand, effortlessly connecting with its audience through humor, relatability, and timely delivery—pun intended.

Why India’s Got Latent Is a Perfect Fit

The campaign’s success rides on the coattails of India’s Got Latent, a show that has taken the internet by storm. With its unique self-rating format, quirky performances, and an engaged audience, the show frequently trends on YouTube, racking up millions of views per episode. Contestants who strike the right chord with viewers are quickly becoming influencers in their own right, making them valuable collaborators for brands like Swiggy.

The Impact: Food Meets Fame

Swiggy’s campaign is more than just a clever ad—it’s a testament to how brands can leverage pop culture to create memorable marketing moments. By weaving the viral appeal of India’s Got Latent with its promise of fast and reliable service, Swiggy proves yet again why it’s the go-to choice for foodies everywhere.

Hungry yet? You know where to Bolt!

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