Swiggy Dineout and The New Thing show how ‘Great Deals’ make people change their plans
Swiggy Dineout has partnered with creator-led agency The New Thing for a campaign that highlights the Great Indian Restaurant Festival’s ‘Flat 50% off’ deals. The insight at the heart of this campaign is simple: when the bill gets cheaper, people change (or as the film cheekily puts it, ‘Deals aisi chalti, ki sab maare palti’).
The campaign is live across digital platforms, including Instagram, Facebook, and YouTube to promote the Great Indian Restaurant Festival from 15th Feb to 13th April, 2025.
Neena Gupta plays a seemingly conventional mum – from whom you would expect the classic menu order i.e. paneer butter masala and lachha paratha. Subverting our expectations, she orders continental gourmet – finishing up with a hilariously complex French dish.
Dhruvish Thakkar, AVP – Revenue & Marketing, Swiggy Dineout, said: “GIRF is India’s biggest dining out festival, and every year that transforms the way people experience restaurants. With ‘Flat 50% Off’ deals, we see diners flipping their usual choices, and The New Thing helped us bring this insight to life in the quirkiest way. Neena Gupta’s effortless charm and unexpected transformation in the film make it even more delightful, perfectly capturing the fun, unpredictable behavior that unfolds when unbeatable deals are on the table.”
Shraddha Panday and Neel Chatterjee, Founding Members, The New Thing, said: “We realised that discounts don’t just impact your bill, they change the entire dining experience – especially for the average Indian restaurant-goer. Once we had cracked the insight, it was just about flipping the tables to the absolute extreme. That’s how we ended up with Neena ji, in a desi avatar that we all know and love, speaking ridiculous French gibberish like we had never seen before. It’s social media gold.”
