e-commerce
Swiggy reimagines Santa Claus, pays tribute to Women Delivery Partners
MUMBAI: 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.
e-commerce
ITC Sunfeast, Zepto host mango-themed experiential ‘Paglu Party’
Event blends Alphonso desserts, DIY sessions and interactive formats
MUMBAI: When mango season peaks, some savour it others go full ‘paglu’. ITC Sunfeast Baked Creations, in collaboration with Zepto, turned summer indulgence into an immersive brand experience with its ‘Mango Paglu Party’, a high-energy, mango-themed event designed to blur the line between dessert and discovery. Built around the brand’s ‘Mad Over Mangoes’ universe, the space leaned into a sensory overload bright, playful and unapologetically mango-drenched. From curated installations to social-first corners, every element was designed to be as shareable as it was experiential.
At the centre of the celebration was the fruit itself, elevated into a menu crafted using fresh, carbide-free Alphonso mangoes sourced by Zepto. The spread ranged from a flaky Mango Pista Kouign Aman to Mango Coconut Serradura Pudding and a Mango Mascarpone Cake, balancing indulgence with seasonal freshness.
But this was not a passive tasting affair. Guests were drawn into the experience through interactive formats, including a DIY dessert session led by the brand’s chef, where attendees created classics like Mango Tres Leches. Zepto chief business officer Chandan Mehndiratta also joined the session, adding a touch of brand personality to the proceedings.
A quirky highlight came in the form of the ‘Aam Paglu Prescription’, a playful, doctor-themed concept that positioned mango indulgence as the only “treatment” worth taking, turning a simple insight into a memorable activation.
The event built up to a theatrical finale, with the crowning of the ‘Aam Paglu of the Day’ followed by the cutting of an oversized mango-shaped Mango Mascarpone Cake, closing the experience on a high note.
More than just a seasonal showcase, the Mango Paglu Party reflects a broader shift in brand storytelling, where products are no longer just consumed, but experienced. For ITC Sunfeast Baked Creations and Zepto, mango season was not just about flavour, it was about creating a moment that audiences could step into, engage with and, quite literally, devour.
