The words Naale Baa refers to a legend in some of the prominent areas of Bangalore, India and dates back to the 1990s. The English translation of the word is "Come Tomorrow". People used to write Naale Baa on their walls to tell the ghost to come back tomorrow. A Bollywood movie "Oh Stree Kal Anna" was also made based on this legend. More surprising events unveiled when people of Bangalore on 17th September received flyers and saw billboards which read "Naale Baa" on it and this got everyone curious on what's happening around them. People started speculating the good and the bad until today morning when they received another flyer explaining them what this 'Naale Baa" means. To everyone's surprise it was a new marketing campaign by Swiggy Instamart - a new instant grocery delivery service. The marketing campaign was in reference to other delivery apps that asks the customers to come back tomorrow to get a delivery slot for their grocery. That's how Swiggy Instamart rejuvenated a very old legend to their benefit.
My take: Will this campaign by Swiggy Instamart work?
I think it was an attention grabbing campaign since most of the Bangaloreans are aware of the legend "Naale Baa". The brand has highlighted their unique selling point really well with this campaign and next time anyone who thinks of ordering grocery online will surely think of Swiggy Instamart first. This campaign will prove effective in boosting the sales as they promise to deliver the groceries within 30-45 minutes which will cater perfectly to the needs of the target audience.
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