Swiggy's Bold New Year's Marketing with Vishal Dayama
Swiggy Transforms New Year's Eve Marketing by Handing Social Media to Vishal Dayama for a Night of Humour and Engagement
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In a bold marketing move to kick off 2025, Swiggy handed over its social media accounts (Swiggy Food and Swiggy Instamart) to Vishal Dayama, a writer, director, and internet personality. Dayama, known for his witty style, took over Swiggy’s X (formerly Twitter) accounts, transforming the brand’s New Year’s Eve updates into a mix of humour and data-driven commentary.
sahi mein de diya hai password mazak bhi nahi kar raha. dekh lo proof. kisi ko kuch order karna hai toh batao? agle dus order meri taraf se. pic.twitter.com/pUl1CX1d8K
— Swiggy Food (@Swiggy) December 31, 2024
kisi ne calcutta biryani mangwayi hai aur instructions mein daala hai no aloo. bhai fir lucknow biryani mangwata na.
— Swiggy Food (@Swiggy) December 31, 2024
ye sab log burger hi kyu kha rahe hain, abhi tak 116099 burger orders hogaye hai, tum logo ko kuch aur khane ka idea nahi aata kya??
— Swiggy Food (@Swiggy) December 31, 2024
Dayama, a former senior writer at All India Bakchod (AIB) and founder of the advertising agency Braindad, brought his creative expertise to the table. He has previously worked on campaigns for brands like Netflix, Cred, and Hotstar.The handover began with a quirky tweet from Dayama’s personal account, followed by Swiggy’s official confirmation. What followed was a series of lively posts sharing order trends with Dayama’s signature humour. From questioning an order of Calcutta biryani without potatoes to joking about the lack of creativity behind over 116,099 burger orders, Dayama’s posts felt more like a stand-up set than a marketing campaign.Other brands like McDonald’s, KFC, Subway, and UpStox joined in the fun, creating a collaborative, lighthearted atmosphere. Unlike traditional infographics or press releases, Swiggy’s approach relied on unfiltered, engaging updates that captured users' attention.
As the night ended, Dayama bid farewell with a tweet from Swiggy’s account, leaving the audience with a memorable marketing stunt that combined data, humour, and drama. Many tweets garnered tens of thousands of likes, cementing the success of the campaign and offering a new playbook for brand engagement on social media.
