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Khali Ka Khaali Cart
Context
When Swiggy Instamart and The Great Khali shared a birthday, we had the perfect cultural moment. But how do you plan a party big enough for Khali and big enough for the internet?
Insight
Khali’s fans are famous for flooding his comments with wildly exaggerated requests, and he often plays along by recreating them. His audience loves being part of the spectacle.
Idea
We turned fans into the party planning committee. Followers DM’d Swiggy Instamart a birthday item, and in real time, we delivered back a customised image of Khali holding that exact item, along with a return gift hidden inside a surprising Instagram feature and a discount code.
Built manually using 10 Khali stills, no AI, just fast design and faster commerce.
Insight
The Great Khali's fans are notoriously known for commenting absurdly exaggerated requests in his comments and he's often seen trying to recreate it on his Instagram page.
Problem
When a quick commerce grocery and essentials delivery app and The Great Khali share a birthday, the next obvious step is throwing a big birthday bash!
But how do you plan for such a huge party together?
Idea
Ask your loyal fans and shoppers to be a part of the party planning committee!
They text a party item to Swiggy Instamart on Instagram DMs, and we deliver a customised Khali image with the requested item and a party favour/return gift wrapped in a surprising unexplored IG feature along with a discount code!
These customised images were made in real time by our designers using 10 stills of Khali, with no help of AI.
Outcome
2000+ images were generated and shared with followers
100% redemption of 2000 coupons shared,
every follower turned into a customer = 100% conversion
1.7 million Impressions
25% increase in engagement on social
15% follower growth
Campaign won in multiple categories across prestigious national award shows:
Kyoorius Creative Awards
1. Social - User Engagement & Community Building - Campaign - Baby Blue Elephant
Creative Abby OneShow Awards
1. Digital- Best in Creator/Influencer Partnerships - Bronze
2. Branded Content & Entertainment - Best use of integration of user generated content - Bronze
