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.

#Repost @mojorojo • • • • • • Excuse the sounds they make way more sense with context. Okay fine they don’t. BUT. LISTEN NA. I’m taking part in the ultra-fun #SwiggyVoiceOfHunger Challenge. All you have to do is recreate the shape of a KEBAB SKEWER by using Instagram voice notes (do they make sense now? No? Cool. Good talk), DM it to Swiggy and win up to a year's worth of Swiggy vouchers! Also there’s no limit to how many voice notes you send. Soooo... Keep spamming them till you get it right? #Challenge #Food #FoodPorn #InstaFood #VoiceNotes #Twitter #Intern #Fired #Joey #French #bluueeblaahhhbleehhhblueeblahblehblue #foodgasm #NomNomNom #OmNomNom

A post shared by Swiggy (@swiggyindia) on Feb 26, 2019 at 3:40am PST

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!"

Challenge accepted @swiggyindia! This is the #voiceofhunger disappearing. Shake your kebab wali hunger away with a #SoulfullSmoothix! #SwiggyVoiceOfHunger #BlueeBlahhBleehhBlueeBlue #SoulfullSmoothix #ShakeYourHungerAway . . . . . . #ProteinShake #HealthySnacking #Fitness #Healthychoices #OnTheGoShake #NoSugar #HighProtein

A post shared by SoulfullSmoothix (@soulfullsmoothix) on Feb 27, 2019 at 12:05am PST

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.

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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?

Wondering what this was? Not a typo for sure! It was our Voice of Hunger! Get ready for the #SwiggyVoiceOfHunger challenge. You just need to recreate food shapes through Instagram VOICE NOTES, to win a year worth of food vouchers! 1st challenge coming up tomorrow. Stay Tuned! pic.twitter.com/NPZ4AjaNP9

— Swiggy (@swiggy_in) February 25, 2019