|Title||THE BETTER HALF RECIPES|
|Product / Service||SWIGGY INSTAMART|
|Category||G04. Social Behaviour|
|Entrant||DENTSU WEBCHUTNEY Bengaluru, INDIA|
|Idea Creation||DENTSU WEBCHUTNEY Bengaluru, INDIA|
|Media Placement||DENTSU WEBCHUTNEY Mumbai, INDIA|
|P.G. Aditya||Dentsu Creative||Head of Creative|
|GD Prasad||Dentsu Creative||Business Lead on Swiggy + Audio Innovation Lead|
|Prashant Gopalakrishnan||Dentsu Creative||Head of Business|
|Ashwin Palkar||Dentsu Creative||Creative Art Director|
|Gurbaksh Singh||Dentsu Creative||Audio Innovation Lead|
|Pooja Manek||Dentsu Creative||Creative Lead on the Project|
|Aarushi Periwal||Dentsu Creative||Creative - Copy|
|Kavya Benny||Dentsu Creative||Creative - Copy|
|Ann Mary Tom||Dentsu Creative||Creative - Copy|
|Amey Chodankar||Dentsu Creative||Creative - Art|
|Srishti Agarwal||Dentsu Creative||Creative - Art|
|Shreya Arora||Dentsu Creative||Creative - Art|
|Amol Bariya Sousa||Dentsu Creative||Account Management Lead on Swiggy|
|Tasha DSilva||Dentsu Creative||Account Manager on Swiggy|
|Ishtaarth Dalmiya||Dentsu Creative||Strategist|
|Sachin Poojary||Dentsu Creative||Supervisor - Motion Graphics|
|Manish Joseph||Dentsu Creative||AGH - Motion Graphics|
|Niranjan Raghu||Dentsu Creative||Sr. Motion Graphics Designer|
|Sanket Audhi||Dentsu Creative||Creative Director - Social Leg|
|Geetika Sood||Dentsu Creative||Creative Producer|
|Paridhi Yadav||Dentsu Creative||Typography Designer|
|Aditi Gujaran||Dentsu Creative||Typography Designer|
|Ananya Rao||Dentsu Creative||Corporate Strategy Lead|
|James S||Dentsu Creative||Corporate Promotions Lead|
With zero spends, we used three unique media to create the world’s biggest menu of feminist recipes: For customers in Bangalore & Gurgaon, the ‘The Better Half Cookbook’, a physical cookbook which split into two & doubled up as a groceries catalogue and trial-generator. For audio-based recipe consumption, ‘The Better Half Podcast’ featured real-time audio instructions for recipes, split into two, one for each earpod. Better Half Recipes hit YouTube by hijacking comments of 70 of India’s most watched chefs. 160+ trending recipes became feminist overnight, by leaving comments (with timestamps) to split recipes equally.
Indian grocery brands’ competitive moat is distribution. Unfortunately, the internet & the lockdown disrupted distribution, giving the competition a chance to redefine category codes. The largest players — even the most direct competition – advertises to ‘the woman of the house’. And why wouldn’t they? All facts are in favour of speaking to women in India, where they spend 577% more time than men on household chores, and do 88% of the cooking. (OECD) But facts also were that the lockdown forced men to enter kitchen, and for men to help out with chores, reducing the gender-chore gap in modern Indian homes by an hour (Times of India). This fundamental behaviour shift was an opportunity for India’s largest food delivery app, Swiggy, to add lightning fast grocery delivery. A new vertical, Swiggy Instamart’s success would rest squarely on piloting a new narrative to raise awareness & ultimately, gain market share.
The Better Half Recipes: The first-ever feminist recipes. Instead of another story about why equality mattered, Instamart gave couples a new tool to experience a feminist kitchen: feminist recipes. With the belief that feminist recipes are simply equal recipes, we challenged the 1600-year-old assumption that recipes are written for one person to do all the cooking. By splitting instructions equally where recipes are sought, The Better Half Recipes takes the onus of teaching your partner to share cooking time, without kitchen mishaps, without wrong ingredients, without second-guesses… so women didn’t have to. Pick any Better Half Recipe. Divide the effort. Unite in the kitchen. And save time like never before. Kitchen became a counterintuitive starting point for a new narrative in grocery delivery, with a vestige of Indian kitchens: recipes, cooking videos, and cookbooks themselves. Ultimately, we piloted a superfast grocery service by piloting a superfast way to cook altogether.
In pilot, Instamart was available for Swiggy users in Bengaluru & Gurgaon. Aside from service guarantees, the pilot would succeed if it could redefine category expectations (of men grocery shopping). How we’d go about it: not linear, considering following codes would risk Swiggy’s ungendered ToV & healthy gender-balance. To remain ungendered, we were inspired by the Politics of Housework from 1970. We asked, “was it normal for men to ignore groceries, because it was normal to be clueless about kitchen needs… because it was normal to not cook?” Butterfly Effects emerged: men don’t do chores or purchase groceries until they’re personally inconvenienced, and that the onus to ‘help men help women,’ is still on the woman. When lockdown data reflected men helping out, out of inconvenience, we had more than low prices to give. We repositioned grocery as a fun unisex chore, starting with cooking in the kitchen.
With zero spends, we used three unique media to create the world’s biggest menu of feminist recipes: India’s appetite for recipe videos grew 56% during lockdown, buoyed by searches for ‘5-minute recipes’ and ‘recipe hacks.’ Instead of buying pricy ad inventory, Better Half Recipes hit YouTube by hijacking comments of 70 of India’s most watched chefs. 160+ trending recipes became feminist overnight, by leaving comments (with timestamps) to split recipes equally. Just like searching for recipe variations, better half versions to split the effort were a search away. For audio-based recipe consumption, the first-ever ‘earpod innovation’ on Spotify. ‘The Better Half Podcast’ featured real-time audio instructions for recipes, split into two, one for each earpod. Pick a dish. Pick a earpod. Cook together. For customers in Bangalore & Gurgaon, the ‘The Better Half Cookbook’, a physical cookbook which split into two & doubled up as a groceries catalogue and trial-generator.
News about Instamart’s Better Half Recipes reached a 100 million people & expanded to 6 countries - including the USA, Canada, Australia, Thailand and New Zealand… increasing brand queries by 51%, app engagement by 14% and garnering $1.8 million in earned media. By launching a campaign idea outside serviceable areas, Instamart garnered disproportional FOMO within Gurgaon and Bangalore, selling-out ‘The Better Half Cookbook’ in 4 days & increasing trials by 13%. What began as a product-pilot for two cities, ended up as a successful brand-pilot for multiple potential markets. By betting on a progressive narrative, online grocery’s smallest brand beat the social status-quo and the competition, outpacing category growth in Q1 2020. But the internet is a large place. And there are millions of recipes yet to embrace feminism. As Swiggy’s most successful pilot yet, Instamart’s job to make grocery a unisex chore has only just begun.
Cookbooks have been around since 4th Century AD. And for over 1600 years, they’ve been written assuming it’s only one person who does the cooking. In the Indian context, this one person is more often than not, a woman. There is an evident gender chore gap that exists in Indian households. To strike equality in the kitchen, Instamart rethought the way cooking as a chore has been looked at—a one-person job. A cookbook that highlights the requirement of two people from the get-go to cook a meal obliterates this bias, lending a fresh approach to an archaic system.