Thank You Very Much

A birth­day video that speaks to the de­liv­ery boy.

The Brand Reporter - - FRONT PAGE - By Deep­ashree Ban­er­jee deep­ashree.ban­er­jee@afaqs.com

Tak­ing the emo­tional route and cel­e­brat­ing un­sung he­roes, in this case the ‘foot-sol­diers’ (pun in­tended) of de­liv­ery ser­vices/ star­tups — the guys jet­ting about on bikes bring­ing your or­ders as soon as pos­si­ble (and as warm as pos­si­ble, as the case may be) — isn’t re­ally a new thing.

Over the last few years, Swiggy has con­tin­ued to ex­pand to tier II cities, at a rapid pace. How­ever, cities such as Mumbai, Delhi and Ban­ga­lore con­tinue to be some of the brand’s strong­est mar­kets. There is also a rapid in­crease in the num­ber of or­ders from cities such as Vizag, In­dore and, most re­cently, Su­rat, where the ser­vice was just launched.

In Jan­uary, it was re­ported that Swiggy sus­pended one de­liv­ery boy in Ben­galuru for al­legedly mis­be­hav­ing with a fe­male cus­tomer while de­liv­er­ing food. This was fol­lowed by an­other in­ci­dent of Swiggy de­liv­ery boys in­dulging in a brawl over a park­ing lot space in South Delhi, last month. Swiggy de­clined to com­ment about ei­ther in­ci­dent.

Swiggy’s de­liv­ery part­ners are im­por­tant stake­hold­ers form­ing an in­te­gral part of the brand’s ecosys­tem. Hence, on its 4th an­niver­sary, the brand wanted to credit the true work­force be­hind their busi­ness model. Srivats TS, VP, mar­ket­ing, shares, “The cam­paign was cre­ated to cap­ture the day-to-day ex­pe­ri­ences of our mod­ern-day su­per­heroes and make them feel val­ued and proud of be­ing part of the Swiggy jour­ney.”

When asked whether the hum­ble de­liv­ery­men, adorn­ing the brand uni­forms, of­ten get judged on their ap­pear­ance, which re­flects the brand’s busi­ness, Srivats replies, “While uni­forms are a part of the de­liv­ery part­ners’ on­board­ing process, we equip them with the right train­ing and devel­op­ment (per­son­al­ity, be­havioural and com­mu­ni­ca­tion skills) to en­able them to up­skill them­selves con­stantly.”

“Our on­board­ing process for de­liv­ery part­ners in­cludes coun­selling on our ex­pec­ta­tions to en­sure a su­pe­rior con­sumer ex­pe­ri­ence, road safety aware­ness, the ben­e­fits that we of­fer and end-to-end train­ing of our de­liv­ery part­ner app via var­i­ous sce­nario-based cases. This is fol­lowed by an on-ground train­ing via mock or­ders,” he explains fur­ther.

Founded in Au­gust 2014, Swiggy cur­rently boasts a 55,000-ex­ec­u­tive strong de­liv­ery fleet from 30,000 at the be­gin­ning of the year and more than 40,000 restau­rant part­ners on board, across 18 cities in In­dia.

“Con­sid­er­ing the num­ber of ex­cit­ing mile­stones that Swiggy has passed and is yet to cross, we thought it was the per­fect op­por­tu­nity to thank the peo­ple be­hind our suc­cess — our de­liv­ery part­ners,” Srivats signs off.

Shoot­ing this video was quite ex­cit­ing, but it came with its own share of chal­lenges. GD Prasad, client ser­vices di­rec­tor, Dentsu We­bchut­ney shares, “Since the cam­paign had to be ready in a mat­ter of four days, we shot this on the streets of Mumbai. No fancy sets and no lux­u­ri­ous set­tings.”

Talk­ing about the nitty-gritty, he adds, “While we shot this in one city, we wanted it to look like this was hap­pen­ing across cities in the coun­try. It took us nearly two days to cu­rate these lo­ca­tions be­fore ac­tual pro­duc­tion be­gan. The film had a lot of shots where the de­liv­ery part­ner was in mo­tion, so we had to en­sure that there was enough space in the frame. There­fore, we chose to do these shots with a light crew.”

More­over, we are com­pelled to won­der where the agency ac­quired the in­sights from for this par­tic­u­lar ad; for in­stance, a cus­tomer con­ve­niently for­get­ting a ‘thank you’ to the de­liv­ery guy, etc.

The con­sumer re­search was pretty sim­ple, Prasad tells afaqs! Re­porter, “We just took in­spi­ra­tion from how we be­have with the de­liv­ery part­ners.”

In­sights for the de­liv­ery part­ners, on the other hand, came from the agency’s con­ver­sa­tions with Swiggy and a few part­ners as well. “We wanted to rep­re­sent a slice of life with this film. There­fore, we kept ev­ery­thing as real as pos­si­ble — right from the lo­ca­tion, the peo­ple and the way things were rep­re­sented in each frame,” Prasad says.

Birth­day briefs are al­ways ex­cit­ing at Dentsu We­bchut­ney; Prasad gets can­did about this, “While we were toy­ing with a few ideas to cel­e­brate Swiggy’s fourth birth­day, the team spoke to us about a cou­ple of ini­tia­tives tar­geted specif­i­cally at their de­liv­ery part­ners. That’s when we fig­ured this oc­ca­sion would be a great op­por­tu­nity to pay trib­ute to Swiggy’s de­liv­ery part­ners for help­ing keep In­dia hunger-free!”

Prasad, how­ever, main­tains, “It all comes from the fact that this com­mu­nity is in­te­gral to Swiggy’s suc­cess and the tim­ing was just right for us to show­case their grit in mak­ing this brand a house­hold name.”

THE LIT­MUS TEST

Let’s shift our fo­cus to the ad­ver­tis­ing bit and put the video un­der the ‘ex­pert scan­ner’.

Jagdish Acharya, founder and cre­ative head, Cut The Crap feels this is an oblique way of con­vey­ing to con­sumers that Swiggy has a great team in place to ser­vice them.

“The de­liv­ery­men are un­likely to be im­pressed ei­ther way — for them it has to be ac­tion, not words,” he views.

Acharya, re­calls a some­what sim­i­lar cam­paign ti­tled ‘Aapke Sachche Ad­vi­sor’ by Max New York Life that fo­cused on in­sur­ance sell­ers, pro­ject­ing them as genuine friends be­cause the pub­lic im­age was quite the re­verse.

“Here, no such dilemma ex­ists. Many food de­liv­ery com­pa­nies are em­ploy­ing as many de­liv­ery­men. It’s a reg­u­lar ser­vice, no big deal. The cam­paign is like a splash of water that does not wet any­body,” he ob­serves wryly.

We asked Carl­ton D’Silva, chief cre­ative of­fi­cer, Hungama Dig­i­tal Me­dia, if he thinks cel­e­brat­ing and thank­ing the de­liv­ery­men should be an im­por­tant on-go­ing strat­egy for such brands and not just a one-time vi­ral stunt.

“I don’t know if they re­ally need to say thank you in this man­ner... I’d rather spend that money do­ing some­thing that would make a dif­fer­ence in their lives,” he re­sponds adding that the tone sounded like more of an apology to him.

How­ever, Jaideep Ma­ha­jan, na­tional cre­ative di­rec­tor, Red­if­fu­sion, is some­what con­fused as to the pur­pose of the cam­paign and what sort of rel­e­vance it holds for the con­sumer. He says, “It works as a great in­ter­nal cam­paign, but I’m not sure what it does for the con­sumer. Swiggy is in the busi­ness of de­liv­ery and these agents are their em­ploy­ees. Thank­ing the em­ploy­ees is ba­si­cally equiv­a­lent to just a pat on one’s own back.” ■

“We thought it was the per­fect op­por­tu­nity to thank the peo­ple be­hind our suc­cess — our de­liv­ery part­ners.” SRIVATS TS The film is con­cep­tu­alised and pro­duced by Dentsu We­bchut­ney in as­so­ci­a­tion with Ar­ti­san films.

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