This Diwali, Swiggy shows how giving back can add meaning to everyday relationships

Online food delivery platform Swiggy, through its new campaign, sparks a new conversation this Diwali. Conceptualised by Dentsu Webchutney in association with Frog Pond Productions, the film  traces a day in the life of a little boy who learns the value of ‘giving back’ while distributing sweets in his society on Diwali.

Based on the deep-rooted tradition, ‘Diwali mein kisi ko khaali haath wapas nahi bhejte’, the film starts with a boy distributing sweets to his neighbours. He gives sweets to everyone starting from the jolly woman to the strict uncle next door. He also shares ladoos with his friend. Through his eyes, we see the tradition of what it really is — a gesture meant to be extended to anyone and everyone. The little boy drives this value through a heartening gesture of offering sweets to a Swiggy delivery partner when the latter comes home to deliver their order.

Ashish Lingamneni, AVP, Marketing, Swiggy, said, “Sab ke saath Diwali is a concept that helps us add meaning to everyday relationships between consumers and our delivery partners. Diwali, a festival of giving and togetherness, became the perfect time to start that conversation. Millions of Indians interact with Swiggy’s delivery partners, what better occasion than this to make these interactions more meaningful.”

Prashant Gopalakrishnan, Senior Vice-President, Client Services, Dentsu Webchutney, said, “No visitor goes home empty handed on Diwali. A visit from a delivery partner needn’t be any different. The cultural insight of this tradition became the perfect tool to convey our message.”

The campaign:

Credits:

Client: Swiggy

Agency: Dentsu Webchutney

Production:  Frog Pond Productions

Director: Sandeep Yadav

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