Swiggy has introduced a new campaign titled ‘Light a Diya’ for Diwali, offering users an interactive in-app feature to mark the occasion. The campaign allows users to light a virtual diya and share it with friends and family either by tapping phones or via WhatsApp.
Within five hours of launch, the platform recorded one million diyas lit through the feature. The initiative is aimed at encouraging users to connect digitally with their social circles during the festival.
Unlike typical promotional efforts, the ‘Light a Diya’ campaign focuses on facilitating shared celebrations. Through the app, users can send virtual diyas as a gesture of festive greeting. The feature is designed to enable users to mark Diwali even when they are not physically together.
A digital film has also been launched as part of the campaign. It features internet creators including Shiva Darshini, Sahida Ansari, Reyansh College, Shadab, Shubham Kochale, Famous Ram and Sanjay Kumar. In the film, a scene shows Sanjay Kumar saying, “Diwali machine activate!” as phones light up and cashback notifications appear, aligning with the campaign’s theme of digital celebration. He then collects the phones, demonstrates the app feature, and the group sees diyas light up on-screen accompanied by cashback notifications.
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The film can be viewed under the title: DIY Diyas and Swiggy's Memeverse - Diwali Party Ideas.
Anuj Gupta, Vice President - Growth, Food Delivery, Swiggy, said: “At Swiggy, we always aim to blend product innovation with emotional resonance. The ‘Light a Diya’ campaign does exactly that. By turning the symbolic act of lighting a Diya into a shareable digital experience, we’re making it easy and fun for our users to feel more connected to their friends and family this Diwali.”
As part of the campaign, users earn INR 5 in Swiggy cashback for every diya shared, applicable to both sender and receiver, with a total of up to INR 75 in cashback available during the campaign period.
