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We always hear our stomach grumbling when we’re hungry, but have we ever wondered if our food has a sound? Studies suggest that the crunch of a chip, the sizzle of the roasting chicken or whistle of the pressure cooker help add flavour to your food.

Food delivery platform Swiggy unveiled the ‘Voice of Hunger’ challenge for all Instagram users a few months ago on the basis of Instagram’s voice note feature on their direct message inbox.

Swiggy and Dentsu Webchutney found that some of these waveforms can resemble actual shapes of food… if one makes the right noises.

Here’s how it worked:

The campaign constituted five challenges — recreating the shape of a kebab skewer, a nacho, pancakes and many more. Whoever completed all five stood a chance to win a year’s worth of food vouchers from India’s largest food delivery platform Swiggy.

The campaign saw over 1.5 lakh Indians making crazy sounds on Instagram. The brand received 50 direct messages per minute on an average. The first 12 hours of the challenge saw close to 10,000 entries.

Intagram had to block the campaign 11 times in one week. There was a rise in Instagram traffic by 7,700%, 1,165% growth in the brand interactions with over 16 million social impressions. There was a rise of 40% in the social media following of the brand. There was also a 2,100% traffic spike of the food delivery app from Instagram.

The campaign also won a silver and two bronze at the recently concluded Cannes Lions Festival.

The video case study:

Ashish Lingamneni

Speaking about the campaign, Ashish Lingamneni, AVP Marketing at Swiggy, said, “There are very few things for a marketer that match the thrill of a properly executed UGC campaign. By innovating with the voice note feature on Instagram, we were excited to offer our audience a creative way of interacting with Swiggy and expressing their love for food, winning a year's worth of food vouchers in the process.”

PG Aditya

PG Aditya, Executive Creative Director at Dentsu Webchutney, added, “This is by far the wackiest use of Instagram yet. Watching adults blabbering gibberish all day on voice notes has been nothing but a blast.”

#SwiggyVoiceOfHunger has seen participation from social media influencers like Rohan Joshi, Srishti Bansal and TheFilmyKudi with several surprises planned around the challenge.

(Disclaimer: The data related to the performance of the campaign has been claimed by the brand/agency/platform/creator. has not verified the authenticity of the data and hence is not responsible for any counterclaim by any other party)

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