Abid Hussain Barlaskar

Guess who's taking a dig at Swiggy's 'audio wave' buzz...

It's a brand we wrote about recently, at length.

Just as Swiggy's #VoiceOfHunger campaign takes flight on social media, another brand, a cereal-based drink, an unlikely foe, has latched on to the brand's digital swing.

Swiggy's campaign on Instagram comprises five challenges. It asks users to recreate the shape of a Kebab Skewer, a Nacho, Pancakes and other food items on the 'sound wave' of instagram's voice notes. Winners stand a chance to win a year’s worth of food vouchers from Swiggy.

Cereal brand Soulfull's Millet Smoothix, an instant cereal based drink mix, took a direct jab at the Swiggy campaign, responding to it with: "Challenge accepted @swiggyindia! This is the #voiceofhunger disappearing. Shake your kebab wali hunger away with a #SoulfullSmoothix!"

Smoothix is targeted at time-strapped office goers and is positioned as a healthy solution to hunger pangs between scheduled meals (say, between breakfast and lunch around 11.00 am or before dinner at around 4.00 pm-5.00 pm). Also, the brand in its recent ad campaign positioned itself as a healthy alternative to calorific fast food items like samosas, vada paos and noodles.

While Swiggy is usually pretty good at the social media game, we're quite impressed with Millet Smoothix's timely frontal attack.

We're keen to see if -and how- Swiggy responds.

Also, where the heck is Zomato?

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