Since its inception in 2014, Swiggy has grown into a household name in food delivery, now gearing up for its much-anticipated IPO in 2024. Known for impactful advertising campaigns, Swiggy, like many brands born in the digital era, has relied on strategic marketing to carve its path to success. According to the latest Draft Red Herring Prospectus (DRHP) filed with SEBI, Swiggy plans to allocate Rs 1,115.30 crore from IPO proceeds for brand marketing, an increase from the earlier Rs 929.50 crore.
In the DRHP, Swiggy acknowledges that, “Continued investments in marketing initiatives may be essential as we expand operations or face competition… Additionally, evolving marketing methods could mean experimenting with new trends and tools, potentially increasing expenses.”
Swiggy’s growth story includes expanding beyond food delivery into grocery services with Instamart, parcel delivery with Swiggy Genie, and restaurant bookings through Dineout. Despite entering the food delivery market after its competitor Zomato, which launched in 2008, Swiggy has held its ground, standing today as one of the two major players.
A milestone in Swiggy’s advertising journey came in 2018, when it launched its first TV ad series crafted by Lowe Lintas Bangalore. These ads highlighted how Swiggy became the go-to choice for Indians whenever there was a call for delightful meals, marking a pivotal step in its brand evolution.
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