Swiggy rebrands as 'Sweety' ahead of Diwali

Swiggy, the food delivery platform, has temporarily renamed itself 'Sweety' ahead of Diwali. The campaign celebrates India's love of mithai and the rise in orders for sweets during the festive season.

The campaign first drew attention on social media, where Swiggy changed its Instagram display name to 'Sweety'. The caption reads "Haan, woh main Sweety, now what to do?" The bio says "Sweet, you love, love beneath," with a heart emoji and the phrase "on time". The company's Instagram account has also begun following only 11 accounts that include 'Sweety' in their usernames.

The campaign has now moved into print and outdoor advertising, and onto the company's delivery assets. A print advertisement reads "Oh Sweety, ghar aana" next to the line "Sweets you 🧡, on time." The orange advertisement shows a delivery bag bearing the 'Sweety' name with a modified logo.

Other Swiggy-linked accounts have joined in. Swiggy Instamart calls itself "Haan, woh main Sweety's chhota sibling" in its bio, while Noise describes itself as "Haan, woh main Sweety's cool cousin". The delivery partner account now reads "Sweety hone ka ghamand hai".

Employees have also taken part. On LinkedIn, Mayur Hola, Swiggy's head of brand, posted about his "new role as Head of Halwai for Sweety", ending with the hashtag "#sameshitnewmithai". Other staff have shared similar posts.

Why the change

Hola has not yet given a full explanation of the thinking behind the campaign.

Experts have raised concerns. One commentary highlights the dangers of changing a long-established brand name for promotional reasons. Swiggy has not said how long the 'Sweety' identity will last or whether it will change the company's name permanently.

The campaign is a promotion for Swiggy's festive food orders rather than a change to the service itself. Users may see the new branding on their delivery bags and in ads. It is not yet known whether any offers or pricing are tied to the campaign.