Swiggy | What's In A Name
Swiggy is an online food delivery platform which allows customers to order food via the internet. In our first of the many collaborations, we teamed up with Swiggy’s creative team to create an ad film which emphasised on the need to call the delivery associates by their names. Swiggy’s delivery partners – like each one of us – have a unique identity. But the brand name often erasures the name and this needs to be corrected to value the human in the transaction.
We were thrilled to receive a script with the potential to capture people’s minds and set the brand apart. From the moment go the in-team immersed itself in the project to find creative ways to add more value to the script. The original script was modified in collaboration with Swiggy’s team. In each situation, Swiggy (The protagonist) was shown to shy away from his name and look embarrassed when called out. The additional situations suggested by us included the opening scene in the office for a driver’s license and the young boy who doesn’t disclose his name to the girl at a children’s party.
The ad film was also edited by Pushi who suggested during the offline edit that the film begin with the older Swiggy and follow his backstory instead of starting with the newborn. This helped establish the sheepish and embarrassed character of Swiggy.
The voice over, which was added on the in-house team’s suggestion, brought the elements of the film together and was immediately loved by Team Swiggy. The ad film went on to garner media and public attention in large numbers with it’s view count reaching more than 21 million on YouTube and other platforms.
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