Swiggy, an on-demand convenience platform, has announced the launch of ‘Weekends Vettu with Swiggy’ for app users in Tamil Nadu. The platform has also launched an integrated campaign, created in collaboration with Mind Your Language! to promote its new offer that gives a flat discount of ₹125 on a minimum order value of ₹199. The offer will be live every weekend from 4 pm every Friday to 11:59 pm on Sunday for the next two months.
Drawing inspiration from the term ‘Vettu’ which means ‘Cut’ in Tamil, ‘Weekends Vettu with Swiggy’ refers to a price slash on food orders placed over the weekend. The brand aimed to give the phrase a humorous twist in which the characters appear to be preparing to attack a person but are actually preparing to attack the food, ultimately relishing it.
“Drawing insights from our data, we found that there was close to a 13% increase in orders during the weekend. With the launch of the ‘Weekends Vettu with Swiggy’ we wanted to reach out to each and every Swiggy patron and make their weekend food-filled. Now, over the next few weeks, our customers can take full advantage of our offers with a minimum spend of just 199 per order!” Ashish Lingamneni, Head of Brand at Swiggy.
Pandiaraj M, Creative Director of Mind Your Language! said, “When it comes to enjoying great food, Tamilians get very aggressive. Not just in devouring the food but also in the vocabulary used to describe the act. This was the key insight that we latched onto while developing this idea.”
Deepan Ramachandran, Founder of Mind Your Language! said, “After the disruptive campaign for Instamart featuring Madhavan and Simran, MYL! is delighted to work for Swiggy again. When national brands want to do communication exclusively for South India, it is heartening to note that they appreciate and celebrate insights/ideas that are rooted in South Indian sensibilities.”
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