Campaign India Team
Feb 12, 2024

Swiggy lets empty nesters rediscover romance with a dash of youthful flavour

Watch this film conceptualised by Talented here

Swiggy has rolled out the second leg of its UI-based Valentine's Day campaign, ‘table for two’, underscoring the love story of two empty nesters, the first being the ‘wrong address’ campaign rolled out last year during the V-Day week.
 
Conceptualised by Talented, the film showcases two protagonists, Shailija and Pradeep whose son relocating to New York for work, initially prompts them to rely on Swiggy for ordering Indian snacks to help him ease over homesickness.
 
However, once he left, the platform helps the couple ease over their own feelings of  isolation and emptiness, as they confronts the empty nest syndrome.
 
Turning to Swiggy, they once again rediscover their bond by indulging in nostalgic activities like revisitng their favourite haunts, playing badminton, and reigniting their youthful spirit. With Swiggy as their guide, they embark on a journey to revive cherished memories, seeking out a long-forgotten restaurant from their youth. Through these adventures, the couple finds a renewed passion for each other, paving the way for exciting new beginnings to fill the void left by their son's absence.
 
Aparna Giridhar, vice president - marketing, Swiggy, said, “The trend of talking to the youngest lot for Valentine’s Day isn’t new. And since a few years, supporting singles during V-Day has emerged as a theme. But we know there is a rise in people using Swiggy for their parents, and teaching their parents how to use it, in their absence. Convenience is a universal need. More so for this specific cohort. And so, Swiggy’s role in their life feels like the newest but the most necessary addition. And while the product story is about convenience, the product truth story is about bringing joy to love stories, no matter what age.”
 
Malvika Thirani, creative, Talented, said, “Writing this film, of all things, has been cathartic. My maternal and paternal grandparents lost their respective partners very early on, so I never got to see the shapes and forms geriatric love can take. Had they been here, I believe this would be it – love residing not in grand gestures but in ordering an audaciously simple vegetable chopper.”
 
Neil Mathew, producer, Talented, added, “There’s enough research on how adopting a pet has a positive impact on the mood and well-being of empty nesters. And so, the film's ending isn’t a radical one, but a believable one. While there’s so much all of us have borrowed from our own family experiences for this, Pooja Manek and Prashant Gopalakrishnan from our team have also played the role of regional reps to make sure the story is authentic culturally too.”
 
 
Source:
Campaign India

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