Swiggy launches fourth delivery partner-centric campaign

The campaign has been conceptualised in-house

MUMBAI: Food delivery platform, Swiggy has launched the fourth video in its series of partner-focused campaigns with the intent of enabling consumers to empathise with Swiggy’s delivery partners and highlight the dignity of labour in what they do. The campaign has been conceptualised in-house.

The #WhatsInAName campaign video aims to sensitise the consumers about how very often, albeit unknowingly, they tend to overlook the human element in their daily transactions with delivery partners.

Swiggy VP marketing Srivats said, “Lakhs of Indians interact with Swiggy’s delivery partners each day. Our partners take unknown turns to reach unknown lanes to meet strangers with a smile on their face. The irony: they always remain unknown to consumers, very often just referred to as “Swiggy.”

He added, “With the #WhatsInAName video, we want to change that and bring more dignity to the job our hunger saviours do. We’re glad that the video has struck a chord with so many users and hopeful of a day very soon, when our partners are acknowledged with their name and unique identity.”

Conceptualised in-house, the video seamlessly blends a layered narrative about one’s identity. It showcases an intriguing flashback about the delivery partner’s name, and juxtaposes it in the present day, wherein it has become a practice to address them simply as “Swiggy”. The video, through Swiggy’s trademark understanding of consumers and delivery partners, conveys a powerful message that delivery partners - like each one of us - have a name and unique identity that they would like everybody to acknowledge.

Dentsu Webchutney account director GD Prasad said, "Service industries have, until now, focused only on their end customer. However, another very important human element in this is the ‘supply chain’ – the delivery partner. From this human standpoint, this campaign sets a precedent for the industry – that delivery partner loyalty is as critical to a company’s growth as customer loyalty. We are investing in the power of human emotions with content across multiple, relevant touchpoints so delivery partners feel loved, recognised and respected for their unflinching efforts."

Proir to this, Swiggy had also released a poignant tribute to the delivery partners on their fourth anniversary, recognising their contribution in making Swiggy a household name. The brand’s Diwali video explored another aspect of the journey of delivery partners, with the idea of giving back being at the heart of it. Its third video highlighted the importance of delivery partner safety. These three videos were conceptualised by Dentsu Webchutney.

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