Alpenliebe, from the house of Perfetti Van Melle India, has announced that it has partnered with Swiggy to launch the ‘Alpenliebe Sweetest City Challenge’—a campaign aimed at reinforcing that delivery partners are the backbone of India’s growing new-age economy, navigating countless conversations across cities every single day.
The challenge will be live across more than 20 cities in India including Pune, Mumbai, Bengaluru, Kolkata, Chennai and Delhi. The initiative is designed to encourage consumers, who interact with delivery partners across cities, to add a small gesture of appreciation, warmth and gratitude when receiving their orders.
Alpenliebe, through their recent India’s Sweetness Report, revealed that delivery partners rated their customer experiences below average in nearly 2 out of 5 cases, while sharing that 1 in 4 deliveries ended without a greeting or acknowledgement from the customer. These results revealed that while the majority of Indian consumers are positive and respectful towards delivery partners knocking at their doors, there is an opportunity to make these interactions more meaningful—whether it’s a smile, a thank you, offering a glass of water, acknowledging effort or simply choosing kindness.
Commenting on the campaign, Gunjan Khetan, Director of Marketing, Perfetti Van Melle India said, “At Alpenliebe, we believe brands have the power to go beyond products and become the catalysts for change. The ‘Sweetest City Challenge’, in partnership with Swiggy, reflects our belief that meaningful conversations bring people together, inspire thoughtful actions, and create moments that matter.”
Komal Arora, Drivers and Delivery Org, Swiggy Food Marketplace added, "Delivery partners are a key pillar of our business. We believe that creating more moments of joy for those who interact with our customers every minute will positively impact their overall experience. Whether it is a simple smile, a heartfelt thank you, or engaging in a short conversation—it is these small gestures that can make an ordinary day much more memorable for our partners. This is why we have joined hands with Alpenliebe for the ‘Sweetest City Challenge’—an initiative aimed at fostering better, more meaningful everyday interactions. This collaboration is designed not only to celebrate these special moments but also to reinforce the vital role delivery partners play in enabling everyday convenience for millions of consumers."
