Swiggy has rolled out a film for its #WhatTheFalooda initiative.
Conceptualised by the in-house team at Swiggy, the film is centred around customer care executives.
The film shows how people resort to using food names instead of expletives while engaging in an argument. This is linked to Swiggy's extension which is available for Google Chrome and Firefox users. This plugin automatically detects profanity in the text and nudges users to reconsider their choice of words and replace them with words related to different types of food like Biryani, Idly, Falooda etc.
Srivats TS, vice president - marketing, Swiggy, said, “Tens of thousands of users interact with customer care executives each day across various organisations. Some of them might unknowingly hurt the emotions of these anonymous executives who work around-the-clock to sort out grievances and ensure a hassle-free experience. We tend to forget that they are human too, and words of profanity can hurt them deeply. Through this campaign, we are hopeful that many such users will relate to it and become more conscious of their choice of words. As always, we have tried to marry humour into our communication, while highlighting the concerns faced by customer care executives not just at Swiggy, but across the entire service industry.”
Campaign Idea: Swiggy In-house Team
Film production: Flying Saucer
Extension development: Bowstring Studio