Swiggy has launched a new marketing campaign in Mumbai that turns a familiar hunger idiom into an eye-catching spectacle. The campaign themed around Paet ke Chuhe reinforced Swiggy’s commitment to timely delivery.
On September 13 and 14, 2025, Swiggy unveiled an on-ground activation at Carter Road and Bandstand in the city of Mumbai and installed a series of treadmills featuring performers in life-sized rat costumes, running endlessly. This spectacle served as a witty, live-action interpretation of the popular Hindi idiom, “paet mein chuhe daudna” (when hunger pangs feel like rats running in your stomach). The treadmills were accompanied by a bold message, Paet ke chuhe, sirf yahi daudenge.
Speaking on the campaign, Anuj Gupta, Vice President- Revenue and Growth, Swiggy Food Marketplace, said, “At Swiggy, we always try to think out-of-the-box to engage with our customers in a more meaningful way. The 'Paet ke Chuhe' campaign is our creative way of reinforcing a key message: Swiggy's commitment to timely delivery. By bringing this relatable hunger idiom to life, we're showing customers that we understand their cravings and are dedicated to satisfying them quickly. The overwhelming response shows that our users enjoyed the playful way we have used to deliver the message.”
Executed by the brand’s media partner, Madison Outdoor Media Solutions, the integrated marketing campaign will also be supported by extensive print and digital outreach. The campaign spotlights Swiggy’s On-Time Promise - or coupon of flat Rs 75 for late food deliveries which is live for all Swiggy users in Mumbai, and 11 emerging markets across Punjab, Telangana, and Gujarat, including Rajkot, Surat, Karimnagar, Amritsar, Patiala, and Jalandhar.
