Brands
Food for thought pays off: Swiggy crowns IIM Lucknow at the student challenge
Bengaluru: Proof that good ideas, like good food, travel fast. Swiggy has announced the winners of the first edition of its Food For Thought Challenge, a nationwide case study competition that invited students to reimagine how India’s leading food delivery platform can deepen its bond with campus life.
IIM Lucknow emerged as the winner, impressing the jury with ideas to create more meaningful student engagement across food delivery and dining out. The team walked away with pre-placement interviews at Swiggy and a cash prize of ₹1.5 lakh. IIM Indore was named first runner-up and received ₹50,000. Teams from IIM Bengaluru and MICA Ahmedabad were among the other finalists.
Launched in September 2025, the Food For Thought Challenge drew strong interest nationwide, with more than 2,600 submissions from over 600 colleges. Over 30 per cent of entries came from premier institutions, including the IIMs, IITs and NITs, underscoring Swiggy’s growing resonance with India’s student community.
The finale, held in Bengaluru, was chaired by Swiggy Food Marketplace CEO Rohit Kapoor. Submissions were evaluated through a rigorous, multi-stage process based on innovation, growth impact, feasibility, and cost-effectiveness. From thousands of ideas, eight teams advanced to the semi-finals before four made it to the grand finale.
Swiggy Vice President for Food Strategy, Customer Experience, and New Initiatives, Deepak Maloo, said the initiative was designed to tap into students’ instinctive creativity. “College students are more than just customers; they are catalysts for innovation. The ideas we saw combined data-driven thinking with disruptive imagination, and many of them have the potential to shape how we enhance customer experience going forward,” he said.
Swiggy plans to make Food For Thought an annual platform, strengthening its engagement with campuses and nurturing a pipeline of young talent keen to influence the future of food tech and logistics. The initiative complements Swiggy’s broader student-focused efforts, including its Student Rewards Programme and Campus Streaks, which currently reach over seven lakh students across more than 3,600 campuses.
As the company continues to serve millions every day, Swiggy’s message to students is clear: the next big idea could be just one smart pitch away.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
