Brand:Swiggy Instamart|Campaign Title:Healthy Disses - Masala|Campaign Objective:BRIEF: Gain market share in Chennai and increase platform traffic by nudging users to build bigger baskets on Instamart and consider us for their weekly baskets and not just indulgences. Idea: In Tamil Nadu and most parts of South India, we have a unique practice of gently scolding our loved ones with the names of vegetables and grocery items. A Vengayam (onion), a Vilakenna (lamp oil) or even Masalas come to good help to aim playful barbs. For example, when you call someone a ‘Vengayam’, it means you are calling him/her, a useless person. When Swiggy Instamart came to us to make people order their weekly veggies and monthly groceries on the App, we couldn’t think of a better insight to latch onto. We used it as a strong creative device in a playful banter between a middle-aged couple as they go about ordering their groceries.