In an era where brands are fighting for fleeting attention spans, Swiggy has chosen a different path: be impossible to ignore. Just a few weeks ago Mumbai spotted Instamart's viral ‘Aam’bulance’—a mango-themed ambulance with a patient hooked to a mango drip to treat ‘mango fever’. The brand once again demonstrated its knack for creating marketing that extends far beyond traditional advertising. From people digging for gold on city streets during Akshaya Tritiya to their iconic mango-scented newspapers and India-inspired Christmas campaigns, Swiggy’s activations are designed not just to be seen, but to be remembered.
At a time when quick commerce players are locked in an intense battle for consumer attention, visibility and recall have become as important as delivery speed. To shed light on how brands navigate this increasingly competitive landscape, IMPACT spoke to Mayur Hola, VP–Brand at Swiggy. During the conversation, Hola reflected on the evolution of quick commerce, Swiggy's growing portfolio of brands, the philosophy behind its social media presence, and the role bold marketing plays in driving business outcomes.
Watch the full interview here:
Describing quick commerce as ‘probably the most exciting e-commerce disruption’ of recent years, Hola pointed to how deeply embedded the category has become in consumers’ lives. Recalling a holiday in Goa when he realised he had forgotten his swimming goggles, he said an alternative pair arrived within minutes through a quick commerce platform. Such experiences, he noted, have fundamentally altered consumer expectations, making instant fulfilment feel less like a luxury and more like a necessity.
While discussing the competitive landscape, Hola acknowledged that all major players are significantly investing in marketing. Yet for Instamart, he emphasized, the priority lies in carving out a unique identity. “We’ve worked hard over the last couple of years to ensure Instamart stands distinctly on its own,” he said. “We’ve rebranded, given it its own look, and while we happily borrow trust from Swiggy, Instamart must stand apart.”
That emphasis on distinctiveness extends across Swiggy’s brand portfolio. Whether it is Instamart’s quirky personality, Toing’s appeal to value-conscious consumers or emerging offerings such as Crew and Noice, Hola stressed the importance of creating unique identities in increasingly crowded categories.
Beyond distinct brand identities, Hola also emphasized the importance of remaining agile. He explained that Swiggy’s in-house creative team allows the brand to keep pace with the rapid evolution of quick commerce. While external agencies are valued partners at times, Hola noted that having embedded teams ensures that the brand can respond in real time to business needs.
Hola also spoke at length about Swiggy's appetite for unconventional marketing. The company has consistently experimented with formats that blur the line between advertising, entertainment and cultural conversation. However, he was quick to point out that these activations are not designed merely to generate buzz. Every initiative, he said, is tied to a measurable business objective, whether that is driving traffic, increasing visibility around a category or boosting transactions during a key consumption moment. “None of it is purposeless. None of it is random,” he said, stressing that the brand's most successful campaigns are those where creativity and business goals work in tandem.
Finally, Hola acknowledged the evolving consumer behavior that has allowed Instamart to expand beyond immediate needs. “As people become increasingly comfortable buying all kinds of products online, from groceries to electronics, it’s natural that quick commerce evolves too,” he noted. Marketing, he explained, plays a key role in bridging that shift from immediate need to broader desire. And if there is one principle that continues to guide Swiggy’s marketing playbook, it is refusing to play safe. “The moment we second-guess ourselves, I don't think we are as memorable. And it's important to be memorable.”
