Creative Concepts
Swiggy sets rats running to highlight on-time delivery promise
The installation is placed at Carter Road in Mumbai
Swiggy took its creative messaging quite literally this week with a unique out-of-home (OOH) installation at Carter Road, Mumbai. The food delivery brand set up a bright orange treadmill featuring two giant rats running endlessly, bringing to life the popular phrase “paet ke chuhe daudna” (the stomach rats running when hungry).
The installation was designed to spotlight Swiggy’s on-time promise, assuring customers of punctual deliveries with the added confidence of cashback on delays. Placed against the scenic backdrop of the promenade, the activation grabbed eyeballs of passersby who stopped to watch and capture the playful spectacle.
By combining humor with a relatable cultural reference, the campaign turned a colloquial saying into a visual and memorable brand moment – driving home the message that Swiggy not only understands hunger pangs but also promises to act on them swiftly.
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