Swiggy has announced a new nationwide campaign, ‘Swiggy Weekends’.
Conceptualised to pique consumers’ intrigue through the ingenious use of misdirection, the short and snappy TVCs aims to take them on an unexpected and delicious journey.
As part of the campaign, Swiggy has launched three new films in Hinglish and two films in Southern languages, employing misdirection as a key device. The films build intrigue with the audience, cleverly tricking viewers with intense scenarios, leading them to expect something entirely different. However, to their surprise, the intensity is directed towards the irresistible food offers from Swiggy, igniting a craving that can only be satisfied with a delightful meal from their favourite restaurants at a great discount on weekends. The campaign is live in 9 languages across the country.
One of the films opens with a young boy in a school uniform, nervously clutching his mark sheet as he enters his house. The tension builds as his father playfully taunts him about a number, which we assume are the boy’s marks. The mother joins in, and even the grandfather seems to be on the verge of making a remark. As the elders corner the boy, the doorbell rings. To the boy's surprise, he finds a Swiggy delivery person at their doorstep with their food order, giving away the suspense that the elders were referring to the irresistible weekend discounts on Swiggy all along.
Aparna Giridhar, Vice-President - Brand Marketing at Swiggy, shared, “Our consumers order in a lot more on weekends, 25% more to be specific. Hence we wanted to celebrate the joy of weekends through irresistible offers on Swiggy and the 'Swiggy Weekends' campaign came to life. We've used the popular misdirection route to drive home the fact that - no matter what the situation, good food at great prices is always in our minds. So if it's the weekend then it's time to Swiggy!"
The campaign will be integrated across platforms, including digital media, television, outdoor, and social media channels.
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