Swiggy Combines Innovation, Purpose, and Culture for its New Service Launch

In 2024, Swiggy, India’s leading on-demand convenience platform, introduced their new build order service, Swiggy XL. Havas Play collaborated with Swiggy for a launch campaign that fused cultural relevance, Bollywood fandom, and a social cause to create an unforgettable experience. Highlighted by a record-breaking delivery event, the campaign not only showcased the Swiggy XL service but also gave back to the community, fostering a deeper connection with its audience in a meaningful way.

Where Progress Meets Social Good

In October 2024, Swiggy, India’s leading on-demand convenience platform, was set to launch their new bulk order service, Swiggy XL. Its new fleet of electric vehicles was designed to handle large orders efficiently and ensure no delays during peak times.

With the launch of Swiggy XL, the delivery company aimed to highlight its commitment to leveraging technology and innovation to meet the growing demand for delivery services in India. At the same time, as a socially responsible company, Swiggy wanted the launch to be not only epic but also impactful, making a meaningful contribution to the community.

Together, Havas Play and Swiggy created a campaign that blended purpose, fandom and culture to communicate the launch of Swiggy XL in an unforgettable way.

Let’s Talk Movies

In November 2024, the excitement across India was building for the release of the action-packed drama “Singham Again”, the fifth installment in the popular Bollywood “Cop Universe” franchise.

Havas Play, always eager to play with culture and explore creative ideas, saw an opportunity to align with the movie’s launch. They decided to make Swiggy XL’s launch a truly meaningful experience for their audience by partnering with the stars of “Singham Again”—Ajay Devgn and Rohit Shetty—and making them the faces of Swiggy’s new campaign.

But How Could They Really Make a Difference for the Community?

Swiggy is all about food, and India boasts one of the richest food cultures in the world. Take vada pav, for example—an iconic street food often called the ‘Indian burger.’ Yet, despite this vibrant food culture, hunger remains a significant challenge across the country. To make a real impact with its new campaign, Swiggy found the perfect partner in the Robin Hood Army, an NGO dedicated to tackling hunger and reducing food waste.

Making It XL

On October 14, 2024, Mumbai witnessed an adrenaline-fueled event as Swiggy set the Guinness World Record for the largest vada pav delivery in history. In collaboration with the “Singham Again” team, Swiggy distributed a staggering 11,000 vada pavs across Robin Hood Army-supported schools.

The two movie stars, along with Swiggy Co-founder Phani Kishan, proudly received the order and the Guinness World Record plaque in front of a large, eager audience. The event concluded with the children enjoying their meals, marking a successful and heartwarming collaboration between Swiggy, Singham Again, Robin Hood Army, and Havas Play.

In the 10 years of Swiggy, we have delivered millions of vada pavs across Mumbai, and other cities. We’re going XL by teaming up with Singham Again to set a Guinness World Record for the largest single food order for Vada pavs. This exciting event perfectly captures Swiggy’s commitment to delivering food whether big or small—and celebrates the love for Mumbai’s iconic street food in a truly spectacular Singham style.

Phani Kishan

Co-founder and Chief Growth Officer, Swiggy

Breaking Records and Boosting Numbers

The epic launch of Swiggy XL, captured in a dynamic video, was strategically amplified across social media to ensure all of India was aware of Swiggy’s new service. Major Indian media outlets, including The Times of India, also shared the initiative.

Not only did this campaign secure a Guinness World Record, but it also led to impressive results

+4%

Search volumes
+10%

Sessions
+42%

Swiggy app downloads

We’re always driven by the ambition to create meaningful connections through meaningful media that reflect cultural shifts. With Swiggy, we’ve once again tapped into the pulse of pop culture, delivering a campaign that’s bold, innovative, and community focused. Securing the coveted Guinness World Records title for the largest vada pav delivery exemplifies not only the disruptive potential of Swiggy XL but also our strategic vision in crafting high-impact, culturally resonant campaigns that redefine the industry.

Mohit Joshi

CEO, Havas Media Network India