Swiggy, the prominent food delivery platform, has launched a new campaign for Raksha Bandhan that humorously explores the role of food in providing comfort during life’s ups and downs. This campaign, encapsulated by the catchy tagline, “Scene hai toh Swiggy hai. Swiggy hai toh scene hai,” aims to illustrate how Swiggy can be an integral part of various life moments, be it celebrating festive occasions or simply dealing with everyday disappointments.
The campaign film unfolds on the festive occasion of Raksha Bandhan, a time traditionally dedicated to honoring the bond between brothers and sisters. It begins with two school kids who face the emotional setback of being bro-zoned by their crushes. Their initial disappointment and heartbreak are palpable, setting the stage for a relatable scenario. In a bid to lift their spirits and find solace, they turn to Swiggy to order food, seeking comfort in their favorite meals.
The ad adds a humorous twist when the Swiggy delivery executive arrives and addresses the boys as “bhaiya,” a term of respect commonly used for older brothers in India. The boys, still reeling from their romantic disappointments, humorously ask the delivery person not to use the term “bhaiya” as it reminds them of their current predicament. This witty exchange highlights their need for a distraction and a break from their emotional state.
Through this campaign, Swiggy effectively communicates its role in enhancing everyday experiences. It underscores how Swiggy can be present in various scenarios—whether it’s during a celebration, managing a letdown, or simply indulging in a craving. The film emphasizes that no matter what kind of scene one is experiencing, Swiggy is always a part of it, ready to bring comfort and satisfaction.
The campaign’s focus is on portraying Swiggy as more than just a food delivery service; it’s a companion that adds value to life’s moments, making them more enjoyable and comforting. By blending humor with a relatable storyline, Swiggy’s Raksha Bandhan campaign effectively showcases how food can play a significant role in improving mood and providing solace, reinforcing the brand’s connection with its audience.
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