The Swiggy Desi Masala campaign aimed to coincide with Women’s Day celebrations and alter search results for the keyword ‘Desi Masala’. This involved highlighting Indian women as ‘Desi Masalas’ and promoting Swiggy’s latest Instamart feature. The campaign utilized Instagram and Twitter to encourage participation and tag deserving individuals as ‘Desi Masalas’. Participants were urged to share stories and join the campaign, with benefits offered to them. Customers who placed orders during the campaign with a call-to-action were rewarded with a free packet of Kohinoor Masala powder.
The Swiggy Desi Masala campaign garnered an impressive 13 million engagements in less than 48 hours, catapulting it to the top position on search engines. Generated hashtags such as #Swiggy, #SwiggyDesiMasala, and #DesiMasala contributed to its success, further amplifying its reach and visibility across social media platforms.