Swiggy is India's largest food delivery app. In India people in blue-collared jobs (such as Swiggy's delivery partners) don't enjoy the same dignity of labour as those in white-collared jobs. One indicator of this inequality is how they're referred to by customers. Despite their names being visible on the app, customers call them 'Swiggy' when addressing them. Our delivery partners felt disrespected when people called them Swiggy & we wanted to change that.
To spark a behaviour and cultural change, we crafted a film about a boy called Swiggy. Inspired by the Bollywood school of storytelling, the saga drove home the point that every person has a name and just the simple act of acknowledging this can make them feel respected.
Creative Director: Shikha Gupta
Copywriters: Pushpendra Mishra, Shikha Gupta
VP Marketing: Srivats TS
AVP Marketing: Ashish L
Director Delivery Partner Marketing: Arpit Agarwal
Sr. Manager Delivery Partner Marketing: Swarnendu Mandal
Director: Pushpendra Misra
Production Designer: Sonali Bhatia
Producer: Divyaa Iyer
Director of Photography: Siddharth Diwan