Swiggy's Lightning Fast Movies with AIB: "It was a good idea gone bad"

Sarmistha Neogy
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Lightning Fast Movies

Swiggy, one of the largest online food ordering and delivery platform once again collaborated with AIB to release their video Lightning fast movies which is a hilarious take on Bollywood movies and their ponderous pace.

The video is based on the the insight that in Bollywood movies, we are often left hoping for some divine intervention, that could possibly speed things up. Swiggy plays with how Indians want their movies to be fast and the food to be faster. The video showcases some iconic scenes from some Bollywood classics such as Rock On, Zindagi Na Milegi Dobara, Kabhi Khushi Kabhi Gham, Raaz  and brings them together in a five-minute cocktail of clever banter and satiric humor.

Srivats TS, VP, Marketing at Swiggy says, “We realized that there are two things India absolutely loves, Bollywood and food. So, we thought, why not make the movies lightning fast as well!”

The video has garnered more than 1.2 million views and more than 600 shares on Facebook.

Lightning Fast Movies has been conceptualized and executed by AIB. Tanmay Bhatt, Co-founder of AIB cites, “I love collaborating with Swiggy when it comes to videos...or lunch..or dinner...or breakfast. I had a great time making this video because I could write off watching all these movies as "research"”.

Expert Take

We spoke to Prabhakar Mundkur from HSG Interactive, to get his views on the video.

publive-imagePrabhakar Mundkur, Chief Mentor at HGS Interactive, a part of Hinduja Global Solutions said, "I thought it was a bit over the top. Its very AIB, but I don’t really know if it is very Swiggy in its essential character.

I think it was a good idea gone bad.

I know the industry is shouting out to take the brand out of branded content but still I think there are some borders we need to stick to. The connection with Swiggy is a bit tenuous. And yes Swiggy really does come too late. While the censor certificates with Swiggy appear between each lightening episode you fail to make the connection until the end. And yes I am sure given the behaviour on YouTube, a lot of people will switch off before the end I guess."

Swiggy has a good presence on all the social media channels. From enticing the audience with attractive posts to running contests, there is always something or the other happening on Swiggy's social media pages.


Swiggy keeps on releasing small videos to target their consumers from time to time. The brand has also partnered with movies for film promotions.

The recent video with AIB is surely Swiggy's strategy to have access to AIB's huge audience. While, it has clocked good views in a short span of time, there isn't enough noise on social media. The brand connect in the video also looks very loose and the story overpowers brand Swiggy.

This isn't the first time Swiggy has partnered with AIB or online content creators. Prior to this the brand had partnered with AIB for their sketch on Honest Bars & Restaurants, wherein too the brand faced the same dilemma - does the video remind you only of Swiggy?

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