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By Amit Bapna | Editor-at-large

December 23, 2021 | 2 min read

Indian delivery app Swiggy has launched #SantaOpenToWork, an ad for its instant pick-up and drop-off service Swiggy Genie, which imagines Santa looking for a new job now that deliveries are taken care of.

Dentsu Webchutney, the digital creative agency from Dentsu India, is behind the fun campaign.

The tongue-in-cheek, Easter-egg laden ‘video résumé’ sees Santa Claus explaining his decision to move on as he tries to convince recruiters to hire him. The video is accompanied by an actual LinkedIn profile that states Santa’s achievements with fun posts aimed at recruiters.

To spread the word, digital ads across Facebook, Instagram, Twitter, YouTube, Wynk and Inshorts are pushing the message out. Swiggy, with its vast network of delivery personnel, is also using the Genie/Instamart channels to drop unbranded flyers and business cards from Santa, with a special QR Code leading people to the video. While Santa is #OpenToWork, Swiggy Genie is #OpenToDeliveries!

The starting point for the campaign was quite simple, says Sanket Audhi, creative director, Dentsu Webchutney. “If Swiggy Genie is taking over deliveries, what will Santa Claus do? We decided to craft the entire campaign around the #OpenToWork feature, which post-pandemic has become an instantly recognizable mnemonic.”

Sneha John, the director of marketing at Swiggy, says: ”The idea is to remind Swiggy users and non-users alike that they can depend on Swiggy Genie to take care of gift deliveries and other chores this Christmas season.” All done with some Christmas cheer and smart humor.

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