Mumbai: Swiggy has announced an association with veteran cricketer Dinesh Karthik during the ongoing Indian Premier League season, unveiling a new campaign that celebrates the deep-rooted connection between food and cricket viewing in India.
As part of the initiative, Swiggy has rolled out a humorous digital film featuring Karthik, highlighting how “ordering in on Swiggy” has become an integral part of the match-day experience for millions of fans. The campaign taps into the cultural insight that cricket in India extends beyond the game, influencing daily routines, especially during IPL season.
The film portrays a relatable match-watching scenario, with a family gathered around the dining table enjoying a game. In a playful twist, Dinesh Karthik appears in unexpected moments, bringing his on-field intensity into the household setting. From taking a wicketkeeper stance at the dining table to offering “stump mic”-style commentary while family members pass dishes, the film captures the seamless blend of cricket and food in Indian homes.
Talking about the campaign, Mayur Hola, VP- Brand, Swiggy, shared “Life and cricket co-exist for us. The lines between life and cricket don’t just blur, they disappear, with the game living within us all the time, like it is almost in our blood stream. We breathe cricket, we eat cricket. And that’s exactly what we are communicating in this new film- that Swiggy which delivers your favourite food, and cricket which delivers that high-octane entertainment, live alongside each other. Together, they create a memorable experience of entertainment and indulgence effortlessly that is always there for the fans to enjoy.”
Elaborating on his association with Swiggy, Dinesh Karthik shared, “The experience of watching a match at home is only complete when paired with great food. I am delighted to partner with Swiggy, a brand synonymous with the match-day traditions of millions. It was a pleasure to contribute to this digital film, which perfectly captures the vibrant energy of the game and brings it to life at home. I hope fans nationwide enjoy the film as much as we enjoyed creating it.”
The campaign film has been produced by Corcoise Films and directed by Vishwesh Krishnamoorthy.
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