Six questions with people from the Winner Brands community
The hilarious Chawal- Chawla campaign
“The best marketing isn’t the loudest, it’s the most relatable”
1. One defining memory in your marketing career so far?
Watching the Swiggy campaigns Groom/Broom and Chawal Chawla (you name it and we will get it) unexpectedly explode into everyday conversation. It reminded me that the best marketing isn’t the loudest, it’s the most relatable. When your work becomes an inside joke in culture, you’ve won.
2. When you lead a category, what’s the first internal question you ask?
“What is the emotional role we play in people’s lives?”
Products create transactions. Brands create feelings. The second one compounds.
“What is the emotional role we play in people’s lives?”
3. How is your role in Swiggy different from your previous ones?
Swiggy moves at the speed of culture. Ideas don’t wait weeks; they launch in hours. It pushes you to be instinctive, collaborative, and deeply aware of how India is feeling right now.
4. One brand-building truth you wish was mainstream?
Relevance beats consistency. Consumers don’t need your brand to sound the same everywhere, they need it to show up meaningfully in the moment they’re in.
“Relevance beats consistency”
5. Your tip to someone entering the field today?
Study people, not just marketing. Watch how they talk, scroll, buy, laugh. Human behaviour is the real playbook, everything else is tools.
“Study people, not just marketing”
6. Your experiments with AI…
We use AI to make marketing more human. From mood-based creative variations to hyperlocal festival merch drops, AI helps us respond to context, time, place and emotion, not just demographics. The goal is not automation, it’s intimacy at scale.
Abhishek Shetty is currently the Marketing Head at Swiggy Instamart.
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