Swiggy Leverages India’s Got Latent Fame in New Campaign for Bolt Service

Swiggy has launched a fresh campaign tapping into the viral success of YouTube’s hit show India’s Got Latent. The ad, now live on Swiggy India's Instagram handle, promotes the platform's Bolt offering, which includes 10-minute meals and beverage delivery services.

The campaign features popular contestants from the show—Keshav Jha, Sharon, Naman Arora, Suryansh Tiwari, and Sewashree Burah—all of whom gained fame through their unique performances on the show.

In the ad, Naman Arora envisions the other contestants reenacting the quirky acts that made them fan favorites. Suryansh Tiwari impersonates Salman Khan, Sewashree Burah plays the guitar, Sharon embraces a ghostly persona while showcasing her iconic laugh, and Keshav Jha brings his own signature style to the screen.

As Arora’s dream intensifies with each contestant's reenactment, he is jolted awake by the sound of his phone ringing, signaling the arrival of his Swiggy order.

This latest campaign isn't Swiggy’s first collaboration with viral personalities. The brand has previously worked with internet sensations like Puneet Superstar, Dolly Chaiwala, Vada Pav Girl, and Ganji Chudail, spotlighting platform features such as group ordering.

The success of India’s Got Latent is partly due to its unique format, where contestants perform for a panel of judges, rate their own performance, and earn the episode’s ticket revenue if their self-rating matches the judges’ score. The episodes often trend on YouTube, frequently landing in the top spot soon after release.

Brands have quickly seized the opportunity to capitalize on the show’s popularity, with each episode attracting sponsorships from major names. Beyond the show itself, contestants are also becoming influential figures for brands to collaborate with.

With this innovative campaign, Swiggy not only showcases its Bolt offering but also reinforces its ability to connect with audiences through creative, relatable, and engaging storytelling. The partnership with India’s Got Latent Stars highlights Swiggy’s focus on staying ahead in the digital marketing game while delivering on its promise of convenience and reliability.