Bangalore : Swiggy, India’s largest online food delivery platform has launched its fourth delivery partner-focused digital video-#WhatsInAName. The video was conceptualised 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 also seeks to inspire a sense of pride amongst the delivery partners in their role as hunger saviours for millions of Indians.
The thought-provoking video aims to sensitise consumers about how very often, albeit unknowingly, we tend to overlook the human element in our daily transactions with delivery partners.
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.
“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”,” said Srivats TS – VP Marketing at Swiggy. “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.”
The video has been receiving a lot of love on social media, with many consumers making it a point to call Swiggy’s delivery partners by their name. You can view this video below:
VP Marketing: Srivats TS
AVP Marketing: Ashish L
Creative Director: Shikha Gupta
Director- Supply Marketing: Arpit Agarwal
Sr. Marketing Manager: Swarnendu Mandal
Production House: Flying Saucer
Director: Pushpendra Misra
Production Designer: Sonali Bhatia
Producer: Divyaa Iyer
Director of Photography: Siddharth Diwan
Music: George Joseph, Amar Mangrulkar
Casting Director: Shikha Pradeep & In-house team
Before this, Swiggy had also released a poignant tribute to the delivery partners on their 4th 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. Talking about them GD Prasad, Account Director, Dentsu Webchutney, 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.”