Kyoorius Digital Awards
User Engagement & Community Building
KYOORIUS DIGITAL AWARDS - Social (User Engagement & Community Building)
Desi Masala - Swiggy
Baby Blue Elephant
|Entry Title:||Desi Masala|
The term ‘desi’ essentially means Indian. It is also used to add ‘Indian-ness’ to any term. For example, ‘desi swag’, ‘desi meals’; we even have a movie titled ‘Desi Boyz’.
‘Masala’ is a mixture of ground Indian spices. It also features in several Indian dishes - ‘Masala Dosa’, ‘Chicken Tikka Masala’, ‘Paneer Butter Masala’ and so on.
An image search of ‘desi masala’ does not pull up images of spices, masala powders, or curries. Instead you get pictures of only women, who are clearly being objectified for their voluptuous bodies.
Swiggy, India’s leading food delivery platform wanted to change that result, and what better day than Women’s Day to start the movement!
Here’s how - through a single social media post, we asked netizens to post images of the real desi masala (Indian food and spices), because search engines pick up on what everyone is talking about. In fact, we purposely didn’t create a hashtag because search engines pick up keywords over hashtags.
- In less than 48 hours our single social media call-to-action reached 13M+ people, resulting in a 9175% increase in desi masala mentions - majority of which featured Indian food images.
- The digital press organically picked up the campaign, and their article images of desi masala began to feature on image search front pages.
- Search engine homepages displayed the campaign’s call-to-action as its first result, during the 48 hours of the campaign.
- User generated content created the hashtag #desimasla, which greatly contributed to cleaning up Instagram’s previous #desimasala hashtag content - which also happened to have women tagged to it.
Link to post: https://www.instagram.com/p/CMBv2w2BPrP/
|Company Credits:||Swiggy Creative Studio|
|Company Credits:||Film Dojo (Production House)|
|Individual Credits:||Creative Director: Shikha Gupta|
|Individual Credits:||Account Manager: Arjun Ravisanker|
|Individual Credits:||Copywriter: Saagarika Shenoy|
|Individual Credits:||Art Director: Harshvardhan Sharma|
|Individual Credits:||Editing and animation: Mahesh Sudharsan and Joseph Gavin Jones|
|Individual Credits:||Social Media Manager: Vaishali Sain|
|Individual Credits:||Public Relations: Sanjana Shetty|
|Individual Credits:||AVP Brand Marketing: Ashish Lingamneni|