by Some campaigns are built to sell.
Some are built to tell stories.
And then there are campaigns like this, where storytelling itself becomes the reason people say yes.
This is the story of how we brought together AI-generated video, insight-led thinking, and performance-focused creativity to build a conversational video ecosystem for Swiggy Delivery Partner onboarding. The campaign was shaped around 8 strong Reasons To Believe (RTBs) and brought to life through 74 highly contextual videos.
RTBs
- Monthly earning potentials – Up to 60k
- Quick & Easy onboarding
- Joining Bonus – Up to 9,000
- Insurance Coverage – 12 Lacs
- Extra payouts – Rain, Festives, Peak hours etc – Potential Additional earnings
- Shorter delivery Radius – IM
- Flexible working hours
- ₹2 offer
Where It Began
The brief sounded simple, but the challenge was layered. Swiggy didn’t just want attention it wanted clarity, trust, and reassurance.
Potential Delivery Partners weren’t scrolling for entertainment. They were considering a real-life decision. They had questions, doubts, and genuine concerns about whether this opportunity was right for them. What they were really looking for was proof, security and the confidence to take the next step.
This wasn’t the moment for a flashy brand film. It was a moment for answers that felt honest, relevant and human. That became the core problem we set out to solve.
Finding What Really Matters
The process began by listening where honesty naturally exists.
Conversations with delivery partners who served our own homes offered real insights.
Comments across social media revealed unfiltered opinions and shared experiences.
Community discussions and everyday conversations helped shape a clearer understanding.
Real responses from real people.
Very quickly, patterns started to emerge. The same concerns kept coming up again and again: clarity, flexibility, safety, consistency, and respect.
Instead of pushing one generic onboarding message, we built 8 communication pillars, each based on a real human concern. Every RTB was designed to answer a specific hesitation not in theory, but in a practical, relatable way.
Where Daily Conversations Turned Ideas Into Impact
Execution played a big role in getting this right.
We worked through daily alignment calls with the client, creating a steady rhythm of collaboration that helped keep the project moving smoothly. These calls ensured faster decisions, fewer misunderstandings and clear direction at every stage.
We made sure all stakeholders were aligned during each discussion, with clarity on objectives, expectations and next steps before moving into production.
Feedback and clarifications were addressed in real time, which reduced long email threads and avoided unnecessary rework. These daily conversations also gave us space to discuss new concepts, explore fresh ideas and refine creative directions while staying true to the overall strategy.
Ideas were regularly pitched, discussed and evolved based on live client inputs making the entire process truly collaborative and outcome-focused.
AI as a Creative Enabler
Once the strategy was clearly defined, execution needed to be fast, scalable, and consistent. That’s where AI became a strong enabler — not as a shortcut, but as a creative partner. The goal was to use AI-generated video to enhance storytelling without losing the human element behind every message.
We produced 74 videos through a carefully structured process that balanced automation with human judgment. This was not a single-tool workflow. Different tools were used at different stages — from designing visual frames to generating motion, syncing expressions, and adding natural-sounding voiceovers. Each stage required attention, refinement, and creative decision-making.
Human Thinking at the Core
AI-generated video helped us move quickly, but the thinking remained human. Every output was reviewed to ensure it felt conversational, relatable, and emotionally aligned with the viewer. The focus was never on producing content in bulk, but on creating meaningful communication at scale.
Each video addressed a specific question, mindset, or decision moment. Instead of sounding promotional, the tone stayed simple, clear, and reassuring. This approach allowed us to connect with audiences more naturally and build trust through relevance.
As an integrated marketing agency in Bangalore and , our role was to bring together strategy, creativity, and technology. AI-generated video became the execution layer that supported this vision — enhancing speed and consistency without replacing human insight. The result was a scalable system that delivered impact while staying authentic and human at its core.
Optimising the Workflow Without Losing the Human Touch
As the scale of the campaign grew, we kept optimising the workflow to improve speed and efficiency without losing creative quality. A clear master and adapt approach helped us do this. Strong master videos were created for each RTB, and from there, multiple adapted versions were developed for different contexts and mindsets. This allowed us to maintain consistency while still delivering relevance at scale.
Language translations were handled with the same care. These were not literal translations but thoughtful adaptations to ensure the message sounded natural, local, and emotionally accurate across languages. Throughout the process, creative decisions remained human-led, with AI supporting execution and scale. The campaign was powered by AI, but shaped by creative minds, ensuring the work stayed relatable, authentic, and human.
And the Result? Creativity That Converted
This campaign did not just run. It delivered.
7.59% improvement in CTR
61.06% install rate
₹88.26 cost per onboarding
Strong uplift in trust-driven onboarding confidence
By directly addressing real concerns, we were able to reduce hesitation and build confidence early in the onboarding journey. Consistent, insight-backed messaging helped build trust at scale and made the communication feel reliable and reassuring.
Clear answers replaced uncertainty, leading to stronger onboarding confidence. Instead of relying on one broad message, the campaign created relevance across multiple mindsets, making the content feel more personal and relatable.
Most importantly, it proved that AI-driven content can still feel empathetic and human when guided by the right thinking. This work did not interrupt people’s journeys, it supported their decisions. People did not feel persuaded. They felt understood.
What This Journey Proved
Yes, the campaign was AI-powered and data-led, and it delivered strong performance. But at its core, it was human-first. It reminded us that even in high-volume performance marketing, empathy is a strategy, insights build trust, and clarity always converts better than hype.
This campaign shows what becomes possible when marketing starts with listening instead of selling. By grounding creativity in real questions, real concerns, and real decision moments, we were able to turn complex onboarding into clear, confidence-building conversations. AI helped us scale efficiently, but it was human insight that shaped what truly mattered and how it needed to be communicated.
For marketing teams, the takeaway is simple and powerful. Start with reasons to believe, not assumptions. Break one big message into multiple meaningful narratives. Use AI to scale execution, but never replace empathy, clarity, and honesty. When marketing answers real questions instead of pushing claims, it builds trust, shortens decision cycles, and drives sustainable growth. This approach does not just improve performance metrics, it creates long-term credibility, stronger engagement, and campaigns that people actually say yes to.
