Swiggy Instamart's Quirky Campaign Urges Maharashtra Voters to Participate

As Maharashtra gears up for its Assembly Elections on November 20, Swiggy Instamart has found a creative way to deliver a crucial message: "Cast your vote. Own your choices." The campaign, launched in a playful manner, aims to encourage voters to participate in the upcoming election.

On Tuesday, some users in Maharashtra found an unexpected item in their Swiggy Instamart orders—a vegetable they hadn't requested: 'tinday' or apple gourd. This unexpected delivery came with a package message that read, "Didn't choose tinday but stuck with tinday? That's what happens when someone else makes the choice for you." The quirky message is a reminder for voters to make their own choices and actively select their leaders.

The choice of 'tinday' is significant, as it is often viewed as a vegetable that many dislike. By giving away a generally unpopular vegetable, Swiggy Instamart cleverly highlights the risks of not voting: if you don't make your own choice, you might end up with something—or someone—you don't really want. This campaign isn't new; it was initially rolled out during the Lok Sabha elections in May 2024 with a similar message, generating buzz and praise on social media platforms.

Maharashtra, particularly its urban areas like Mumbai and Pune, has struggled with low voter turnout in previous elections. In 2019, Mumbai's voter turnout for the Assembly elections was just 50.67%, a slight drop from 51.21% in 2014. The overall turnout for the state in 2019 was 61.13%, two percentage points below the 2014 figures. The low engagement has led to concerns, with Chief Electoral Commissioner Rajiv Kumar addressing the issue as ‘Urban and Youth Apathy.’ He mentioned that the commission had strategically scheduled the 2024 polling day mid-week to improve participation, particularly in cities.

Through its campaign, Swiggy Instamart hopes to encourage more residents of Maharashtra to take control of their choices and head to the polling booths.