MUMBAI: If your dad insists on cranking the TV up to ear-splitting levels during the 9 pm debate, Swiggy just served up the perfect Father’s Day gift.
India’s food delivery giant launched the ‘Prime Time Menu’ campaign, turning its in-app experience into a full-blown homage to prime-time news channels—dramatic tickers, booming anchors, and all.
The campaign, built around a digital film, captures the daily struggle of a daughter trying to survive the sonic boom of her father’s nightly news rituals. From anchor rants to khulaasas drowning out her study sessions and dance practice, the chaos finally finds comic relief when she decides to embrace it—with food. She gifts him Swiggy’s ‘Prime Time Menu’, sparking laughs and relief in equal measure.
Swiggy, known for its quirky, relatable brand tone, partnered with Bad Studio Production LLP to deliver this loud love letter. The platform turned its app interface into a parody of a live newsroom. Users are treated to anchor-led food segments, animated breaking headlines, and dramatic scrolls reporting on spicy samosas and scandalous burgers.
“At Swiggy, we love finding joy in the everyday quirks of our consumers. ‘Prime Time Menu’ is our way of celebrating something almost every Indian family can relate to, a father’s unshakable love for news and current affairs. It’s a campaign built on insight, nostalgia, and humour, and it’s another step in making the Swiggy experience deeply personal, culturally resonant, and ultimately, fun”, said Swiggy VP-brand Mayur Hola.
Live now on the Swiggy app and across digital platforms, the campaign has turned up the volume on dad culture. It’s equal parts tribute and playful roast. With tickers louder than thunder and food promos cheekier than anchors, the campaign delivers dad-core humour at its best.
Because this Father’s Day, if you can’t beat the noise, feed it.