Bangalore: Swiggy, India’s largest food delivery platform, unveiled a compelling digital film celebrating the efforts of women delivery partners. As the market leader in India, Swiggy has set precedence in making the workforce more gender inclusive, and their Christmas campaign is reflective of their push for encouraging more women in the workforce.
The digital campaign redefines Santa Claus by drawing parallels between Santa Claus and Swiggy’s delivery partners; specifically, their women delivery partners. Much like Santa, delivery partners work tirelessly and travel great distances to deliver food to thousands of homes. The film captures the start of the day of a woman executive as she prepares to set out for work to deliver food. The campaign relooks at how we define Santa Claus and acknowledges that many of these partners are women, balancing personal lives while taking on the role of a Santa delivering food.
The campaign celebrates the brand’s growing fleet of women delivery partners. Commenting on the campaign, Srivats TS, VP Marketing, Swiggy said “Deliveries have for the longest time been a predominantly male focused job. But, by hiring women delivery partners, we want to give equal opportunities for both men and women.”
He added, “When we think of Santa, the first thing that comes to mind is a rotund, jolly man. With this film, we wanted to change that and show how beautiful it is when women have the same opportunities as men and stereotypes are questioned. In this case, a single mother gets the chance to play Santa – not just by delivering food – but by being empowered to support her child.”
Women are an integral part of Swiggy’s delivery fleet. There are over 200 women delivery partners who are a part of the 1,20,000 strong fleet, and Swiggy is looking at scaling this up to 2,000 by the first quarter of 2019.
Team Credits:
VP Marketing: Srivats TS
AVP Marketing: Ashish L
Creative Director: Shikha Gupta
Director – Delivery Partner Marketing: Arpit Agarwal
Sr. Manager – Delivery Partner Marketing: Swarnendu Mandal
Sr. Manager – Social: Lohith Ramachandra
Production House: Love & Faith
Director: Luv Kalla
Producer: Vikram Turkhud
DOP: Rangarajan R
Casting: Piyush Raina
Line Producer: Manoj Singh
1st AD: Jacob Mathew
DA: Nayana BN
Production Design: Nimshi Misra
Costumes: Shalini Thakur
Make-up: Deepak Surve
Hair: Komal Kachare
Storyboard: Santosh Bhosale
Offline: Tushar Parekh
Online: Amit Chitnis
Colourist: Vineesh (Nube Studio)
Sound Engineers: Arun Crasto and Ninad Lad
VO: Priyanka Charan
Post Supervisor: Tukaram Naik
Music Director: Karan Kulkarni
Violin: Jitendra Thakur
Cast: Adithi KS
