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Journalism of Courage
Samay Raina’s popular YouTube show India’s Got Latent is once again making waves, this time through a Swiggy campaign that has taken the internet by storm. Swiggy’s latest ad, shared on its Instagram handle, creatively promotes its Bolt service which is known for delivering meals and beverages in just 10 minutes.
The ad features contestants who have become household names through the show: Keshav Jha, Sharon, Naman Arora, Suryansh Tiwari, and Sewashree Burah. Each of them brings their unique flair to the campaign, seamlessly blending their India’s Got Latent personas into the storyline.
In a playful twist, Naman Arora dreams of his fellow contestants showcasing their quirks—Suryansh mimicking Salman Khan, Sewashree strumming her guitar, Sharon with her unforgettable laugh taking a spooky turn, and Keshav adding his signature charm. The dream escalates in hilarity, leaving Arora visibly bewildered, until he is abruptly brought back to reality by his phone buzzing with the message, “Your Swiggy order has been delivered.”
The video’s clever mix of humour and nostalgia has struck a chord with fans of the show and beyond, as it continues to enjoy praise and shares across social media.
Watch the video:
The video, shared with the caption, “10 min mein aata hu, samajh mein nahi,” has gone viral with over 12 million views.
Fans have flocked to the comments to share their reactions, and the official handle of India’s Got Latent also chimed in, “All our favourites together.”
A user wrote, “Swiggy’s admin never leaves an opportunity.” Another individual commented, “Collab we didn’t expect at all.”
A third user asked, “Where is Santoshhhh?”, referring to P Santosh Patra who appeared as a contestant in episode 6 of the show.
Swiggy has previously dabbled in influencer-led marketing initiatives. The meal delivery service has already collaborated with well-known internet personalities like Puneet Superstar, Dolly Chaiwala, Vada Pav Girl, and Ganji Chudail, highlighting the group ordering features of the platform.
