Swiggy has launched a new ad campaign featuring contestants from the viral YouTube show India’s Got Latent, highlighting its 10-minute meal and beverage delivery service, Bolt. The campaign, live on Swiggy India’s Instagram, showcases popular contestants like Keshav Jha, Sharon, Naman Arora, Suryansh Tiwari, and Sewashree Burah. The ad features Naman dreaming of his fellow contestants’ antics, with each performing their signature moves. The chaos ends when Naman wakes up to his timely Swiggy Bolt delivery.
Swiggy has previously partnered with viral influencers like Puneet Superstar and Dolly Chaiwala to promote its services. The show’s unique scoring system and growing popularity have made its contestants key figures in brand collaborations, highlighting the rising trend of digital content platforms shaping brand marketing.