Mumbai: What if Santa Claus took a break from deliveries and decided to search for a new gig this Christmas- Who would take over gift deliveries in his absence? In an apparent answer to this question, Swiggy Genie has come up with a quirky creative called the #SantaOpenToWork campaign. The timely campaign, conceptualised by Dentsu Webchutney, hilariously depicts Santa delegating all his gift deliveries to Swiggy Genie.
At the heart of the campaign is a ’video resume’ by the Father Christmas himself, explaining his decision to move on, and rallying recruiters to hire him. To make things real, the video is accompanied by an actual LinkedIn profile which states Santa’s achievements with fun posts aimed at potential recruiters.
The campaign aims to showcase how gift-givers can outsource all their delivery tasks to Swiggy Genie this Holiday season, just the way Santa is. So, while Santa is #OpenToWork, Swiggy Genie is #OpenToDeliveries. The short film is directed by Tom Koshy and produced by Raj Banerjee.
“Our starting point was quite simple: if Swiggy Genie is taking over deliveries, what will Santa Claus do? But we knew we had a winner when we thought of crafting the entire campaign around the #OpenToWork feature, which has become an instantly recognisable mnemonic. I hope people have as much fun watching the campaign as we had creating it,” said dentsu Webchutney creative director Sanket Audhi.
To create more buzz around the campaign, digital ads across Facebook, Instagram, Twitter, YouTube, Wynk and Inshorts lead people to Santa’s video resume. Swiggy has also used their Genie/Instamart channels to drop unbranded flyers and business cards from Santa, with a special QR Code leading people to the video, said the statement.
Swiggy director of marketing Sneha John said, "We wanted to remind Swiggy users and non-users alike that they can depend on Swiggy Genie to take care of gift deliveries and other chores this Christmas season. The #SantaOpenToWork campaign does just that, with some Christmas cheer and smart humour.”
