Actor Prabhas recently set off a nationwide conversation after revealing that food was brought from Chennai to Mumbai for his team, during "Adi Purush" shooting.
Though it's mentioned as Swiggy delivery, in reality, it was a flight based movement with a dedicated carrier, yet the mention translated into massive unpaid publicity for the food delivery platform.
Well, what appeared simple involved significant logistics and premium spending for a single meal across cities.
The estimated cost structure shows why this remains an elite service. Flight ticket for the person carrying the food would range between Rs 6,000 and Rs 15,000. Excess baggage for large hot carriers could cost Rs 2,000 to Rs 8,000.
Food for a close film unit would typically fall between Rs 15,000 and Rs 60,000 depending on number of guests and items (assuming a close team of around 10-20). Local transport, packing and handling would add another Rs 3,000 to Rs 10,000.
The total outlay would therefore be roughly upto Rs 1,00,000 with a delivery window of six to eight hours.
HNIs are now actively enquiring whether an intercity premium option like this can be introduced on Swiggy.
The episode has pushed the brand into aspirational conversations without any formal campaign, showing the power of celebrity recall.
"With Prabhas' words, some assumed that it was a food delivery via a private chartered flight. But no, it was a regular commercial flight that transported a person carrying large food containers from Chennai to Mumbai. Apparently, the decision would have been made around lunchtime to arrange it for dinner, which aligns with the six to eight hour logistics window", says an insider.