Swiggy: Researching a Joke, Are You Kidding Me? It is funny because it is true

Swiggy, a food delivery app, looked at how to better understand what kinds of humour work with audiences, by combining consumer interrogation with a deeper semiotic and cultural decoding.

Introduction

Imagine how poorly would have This is Spinal Tap or Mrs Doubtfire tested with a Focus Group audience? Would the "jokes" have had appeal? Be relevant? Propel call to action? Would the studios have even greenlighted these projects?

There are two maladies that brands face these days: 1. In a world of fake news and post-news, and data scandals -there is a erosion of consumer trust; 2. In an era of so much content competing for consumer attention, there is a definite cognitive overload - how then can a brand hope to get and hold consumer attention? Can they...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands