Swiggy Instamart approached us with the objective of creating entertainment-oriented content to seamlessly connect with viewers. The brand aimed for the content to reinforce the message of ‘Groceries in Minutes’ & encourage users to effortlessly purchase ingredients with just a click.
Statistics reveal that India has the largest YouTube audience, at approx. 462 million users. The platform commands an 88% share of video consumption (Source: Afaqs | CNBC TV18). Notably, recipes constitute one of the primary areas of content creation & interest.
We conceptualized a series anchored on a YouTube channel named ‘Dish it Yourself by Swiggy Instamart.’ The channel serves as the go-to destination for viewers to learn how to prepare various recipes, infused with a crucial ingredient – humor. The brand’s message has been interwoven into lighthearted scripts, complemented by expert tips from real celebrity chefs. At the onset, the channel creation involved conceptualization, design, scripting, recipe vetting, & end-to-end production, including collaborations with chefs.
All videos are hosted by Sous Chef (stand-up comedian Govind Menon) alongside an expert Chef. The goal is to present viewers with a recipe delivered with humor whether they’re salivating, hangry, celebrating, feeling lazy, or have just 30 seconds!
The series was designed and implemented in a manner that ensured sustainability and cost-effectiveness for long-term production. Several key strategies were employed to support this approach:
- Filming up to four videos in a single day.
- Adopting a single kitchen format with a consistent backdrop.
- Leveraging Influencer Chefs for amplification