Swiggy’s ‘Paet ke Chuhe’ Campaign Brings Hunger Idiom Alive in Mumbai
Swiggy’s ‘Paet ke Chuhe’ Campaign Brings Hunger Idiom Alive in Mumbai
Swiggy Ltd, India’s leading on-demand convenience platform, has launched a quirky and eye-catching marketing campaign in Mumbai, transforming the familiar Hindi hunger idiom “paet mein chuhe daudna” into a live spectacle.
On September 13 and 14, 2025, Swiggy rolled out its on-ground activation at Carter Road and Bandstand, two of Mumbai’s most iconic spots. The campaign featured a lineup of treadmills with performers dressed in life-sized rat costumes, running endlessly to illustrate hunger pangs. A bold message accompanied the activation –“Paet ke chuhe, sirf yahi daudenge.”
Reinforcing Swiggy’s On-Time Promise
The campaign was designed to reinforce Swiggy’s commitment to timely delivery, a promise backed by its “On-Time or Flat ₹75 Off” offer available in Mumbai and 11 other markets across Punjab, Telangana, and Gujarat, including Surat, Rajkot, Karimnagar, Amritsar, Patiala, and Jalandhar.
A Playful Twist on Relatable Cravings
Speaking about 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.”
Multi-Channel Campaign Execution
The campaign was executed in partnership with Madison Outdoor Media Solutions and will be supported through an integrated outreach strategy across print and digital platforms, ensuring the message resonates beyond the streets of Mumbai.
With its creative use of cultural idioms and unique on-ground execution, Swiggy once again highlights how innovation and relatability can redefine customer engagement
