The Desi Masala Campaign Strategies

Desi Masala is a term that should ideally bring images of spices to mind! But the internet is full of "something" else.... 

Swiggy Desi Masala campaign focussed on changing the trend of women being termed as desi masala all over the internet 

To change the supposed derogatory search results around the keyword 'Desi Masala', during women's day 2021 

010f So Swiggy launched an awareness campaign that aimed to change the search results around the aforementioned keywords 
CASEDIVIANIA.COM Save this post! 

Now if you are thinking, how this proved beneficial to Swiggy, then my friend.... 

..as an extension to the campaign, Swiggy directed users towards their latest Instamart feature (instant grocery delivery service) 

The overall impact? 
Derogatory content clean up tagged to Yr the keyword "Desi Masala" 
Nation wide participation from Yr influencers and users 
In less than 48 hours the CTA reached to g +13M people 
People joined the cause and made a X difference 
Increased transaction on their instamart Yr platform  ) Why? 

and one last thing! 
Customers who placed an lnstamart order during the campaign days received a free packet of a Kohinoor Masala powder!!