Swiggy’s Toing Launches First Digital Campaign Around Lowest Price Guarantee
Toing has launched its first digital campaign, Shoo-Shaa, highlighting its lowest price guarantee and no-extra-charges promise.
SociapaHQ
Swiggy owned food delivery platform Toing has unveiled its first digital brand campaign, using humour to underpin its affordability-led positioning and pricing strategy.
The campaign is built around Toing’s “lowest price guarantee” that promises menu prices the same or lower than elsewhere, zero packaging charges and no platform fees.
The campaign film titled Shoo-Shaa is a parody of an exaggerated food delivery situation based on a common consumer concern about hidden charges.
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Affordability Through Humour:
The ad shows a wedding procession with a horse, band members and costumed performers trying to make their way through narrow apartment corridors with a food order.
The campaign uses a humorous approach in communicating that customers don’t have to pay extra delivery charges over and above the value of their order.
Commenting on the campaign, Mayur Hola, Vice President–Brand at Swiggy, said the initiative was designed to strengthen Toing’s value-for-money proposition.
“Toing is designed to cater to the value-conscious consumer and with this first brand film, we are reiterating our focus on affordability,” Hola said.
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“We’ve taken a light-hearted approach to reinforce how Toing is doing away with the ‘extras’ to offer affordable food. The film conveys in a fun way that we handle the delivery with no extra charges, so customers can just focus on enjoying the food,” he added.
Swiggy said its in-house creative team conceptualised, wrote and directed the campaign
Toing said the film garnered nearly 13.6 million views in the days after its release, a sign of healthy audience engagement.
Launched in the second half of 2025 in Pune, Toing has now expanded to 40 cities across India.
The company stated the platform has crossed 4 million downloads and has a current user rating of 4.5.
