Gags For Dads
Context
Father’s Day was around the corner, and dads have always been the designated grocery guy in Indian homes. Swiggy Instamart, a quick commerce grocery delivery app with a fun, culturally sharp social presence, had the perfect opportunity to own the moment.
Insight
Indian dads are notoriously hard to shop for and barely communicate emotionally. But there’s one language they all speak fluently: unapologetic dad jokes.
Idea
On Father’s Day, Swiggy Instamart delivered customised dad jokes in real time. Users dropped grocery-related emojis in the comments, and we replied with tailored dad jokes they could instantly forward to their dads.
Screenshots of dads’ reactions had a chance to be featured on our Instagram, turning simple emojis into shared moments and social amplification.
Insight
Indian Dads are impossible to buy for and barely even communicate most days. But they all do speak one language - Dad jokes.
Idea
On Father's Day, Swiggy Instamart delivered in real time customised dad jokes for every grocery related emoji dropped under our IG post so you could deliver some smiles and silly grunts to your dad.
Additionally, if you shared a screenshot of sharing our dad joke with your dad and his response, your screenshot could possibly get featured on Swiggy Instamart's IG account!
Outcome
1. Achieved 45K+ likes and 400+ comments on a single Instagram post, surpassing the brand's follower base of 35K at the time
2. Generated an estimated 130% engagement rate and impressions between 90K-225K, indicating strong organic reach beyond the existing audience
3. Boosted brand visibility and community interaction through a topical, creative, shareable campaign concept that resonated with Gen Z audiences
Some of the bad dad jokes
P.s. also recieved a fun client appreciation email for pulling off this campaign in short timelines and producing a lot of bad dad jokes on our feet hehe :P.
