Swiggy’s Light a Diya Campaign Brings Festive Cheer With Tech and Togetherness

Swiggy has unveiled a heartwarming digital initiative this Diwali with its new “Light a Diya” campaign — a creative blend of technology, emotion, and celebration. The in-app experience allows users to virtually light diyas and share them instantly with loved ones, turning the spirit of Diwali into a shared digital moment.

Blending Festivity With Innovation

The campaign revolves around one of Diwali’s most cherished traditions, lighting diyas to spread light and positivity. Swiggy’s twist lies in transforming this symbolic act into a shareable digital experience. Users can light a virtual diya on the app and share it directly with friends and family by simply tapping their phones together or sending it via WhatsApp.

The idea is to go beyond the usual festive wishes and make digital interactions more meaningful. Whether family members are separated by distance or friends are connecting across campuses, Swiggy’s feature turns a smartphone into a small vessel of light — a modern reflection of Diwali’s warmth and connection.

A Festive Film Full of Heart

To bring the campaign to life, Swiggy released a vibrant digital film inspired by the cheerful chaos of Indian Diwali gatherings. The film features popular internet creators like Shiva Darshini, Sahida Ansari, Reyansh College, Shadab, Shubham Kochale, Famous Ram, and Sanjay Kumar. In a playful highlight, Sanjay exclaims “Diwali machine activate!” as everyone’s phones light up with glowing diyas and the joyful chime of cashback notifications — capturing the spirit of celebration, laughter, and shared joy.

The film resonates with the energy of real Diwali moments, where laughter, connection, and a bit of chaos come together to define the festival’s essence.

The Heart Behind the Campaign

Anuj Gupta, Vice President of Growth for Swiggy Food Delivery, described the campaign as a union of innovation and emotion. “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,” he said.

This campaign also reflects Swiggy’s broader approach to marketing combining technology with human emotion to create memorable digital experiences that stand out in a crowded festive season.

Swiggy’s “Light a Diya” campaign is more than just a marketing effort,  it’s a modern take on how technology can bring people closer, even from afar, during India’s most cherished festival of lights.

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