What’s the most disruptive campaign, idea, or marketing move you’ve led recently, and what made it stand out?
One of the most disruptive campaigns we’ve led at Swiggy Instamart is the “Whatever’s on Your Mind, Get it in 10 Minutes” brand platform — brought to life through highly relatable, humorous films like “Groom or Broom” and “Chawal or Chawla”. In both these ads, a simple slip while typing leads to hilarious consequences. These quirky, memorable stories struck a deep chord with our audience because they were rooted in real user behaviour — last-minute, distracted ordering — and captured the promise of speed with wit.
This campaign stood out not just because of the films’ virality and meme-worthiness, but because it redefined how a utility-led proposition like 10-minute delivery could be transformed into a culturally relevant, thumb-stopping brand story.
What was the spark behind that idea?
The spark came from closely observing consumer behaviour on our app — especially how frequently people search for wildly unexpected items due to typos or multitasking-induced errors. We realised that people treat quick commerce apps almost like a search bar for whatever’s top of mind — groceries, beauty, stationery, even things like brooms or a birthday gift, last minute.
Rather than push traditional category narratives, we leaned into these chaotic moments with empathy and humour. We wanted to signal: “Whatever’s on your mind — even if it’s a bit bizarre — we’ve got you covered in 10 minutes.” This led to a bold, clutter-breaking campaign that moved beyond functional messaging and turned speed into culture.
In today’s cluttered market, what does “disruption” truly mean to you as a CMO/Marketing Head?
Disruption is no longer about being louder—it’s about being sharper. It’s the ability to spot emerging cultural cues, convert them into commercial opportunities, and move before the world catches on. For me, true disruption is when the campaign becomes the conversation, and the brand becomes the behaviour.
What consumer shift, trend, or platform are you currently obsessed with—and why?
I’m deeply obsessed with the rise of soft power branding—where brands are embraced not just for utility but for their voice, values, and presence in pop culture. Think memes, moment marketing, and media crossovers. Consumers today don’t just buy what you sell—they buy into what you believe. That’s where we’re leaning in hard.
How do you see AI shaping the future of marketing—and how are you or your brand currently exploring it?
AI is no longer a tool; it’s a teammate. From predictive content to hyperlocal personalisation, we’re using AI to move from campaign marketing to context marketing. At Swiggy Instamart, AI helps us optimise everything—from the ideal product image that converts, to dynamic in-app banners based on time, weather, and buying behaviour. But beyond ops, AI is helping us dream bigger—like auto-generating regionalised influencer briefs or running sentiment simulations before a big brand moment.
Where do you personally draw inspiration from when crafting campaigns or brand stories?
Everyday life. I believe the most iconic ideas are often hiding in plain sight. A meme, a street hoarding, an overheard airport conversation—these spark more than textbooks. I also find inspiration in interdisciplinary spaces—design, stand-up comedy, and behavioural economics. And I’ve learned the best brand stories aren’t told by the brand, but by the consumer. So I listen a lot.
Lastly, what’s one marketing rule you love to break—and why?
“Keep it consistent.” I say—keep it compelling. In an attention-starved world, agility beats consistency. Sometimes the boldest thing a brand can do is to change tone, change genre, or even change medium. Today, consumers aren’t looking for consistency; they’re looking for surprises worth sharing.