Read on Twitter
on the psychology behind why this is so good 
Behaviors (and addictions) are formed in a loop:
Trigger
Action Reward Investment
This ad is a good Trigger as it reinforces someone's resolution to eat healthier, and 100% off is too good to ignore.
It makes you take an action. And what's that action?
Trigger
Action Reward Investment This ad is a good Trigger as it reinforces someone's resolution to eat healthier, and 100% off is too good to ignore.
It makes you take an action. And what's that action?
You open the Swiggy app and add something to your cart.
Now here's the key
You may or may not get the discount, it's only for the first 1000 people. Maybe you're late.
Why will people still continue to order, though?
Now here's the keyYou may or may not get the discount, it's only for the first 1000 people. Maybe you're late.
Why will people still continue to order, though?
You already added something to your cart, it's also healthy and you're taking a positive action towards your New Year's Resolution.
Investment + Sunk cost + Anticipation of another reward(food)
So you proceed to order it anyway
The point was to get you to open the app
Investment + Sunk cost + Anticipation of another reward(food)
So you proceed to order it anyway
The point was to get you to open the app
Swiggy would make up for the 100% discounts it gives by the additional number of people who were triggered to order despite not getting the discount 
Always good to see ads that think of the overall custom journey, instead of just the first touchpoint of the ad.
Always good to see ads that think of the overall custom journey, instead of just the first touchpoint of the ad.
