Carry Value: an autopsy of campaign afterlife, followed by a lab
Swiggy's Group Ordering film put Puneet Superstar, Dolly Chaiwala, Ganji Chudail, Vada Pav Girl and more internet personalities into one chaotic group order. It reached around 9.2M views and 1M shares, and industry commentary still asked whether viewers remembered the feature or only the creators. That is not a failure. It is a gap: the report can prove movement, but it cannot show the thing that moved.
So I proposed Carry Value: how much of the intended idea stays useful, recognisable and brand-linked as people move it across time, platforms and communities. Then a small lab to test it before buying more reach, with handwritten margin notes in Hinglish, the way the Indian internet actually talks. It diagnoses an unanswered risk, not a proven failure.
