“Ring the bell and get your modak box instantly!”
As Mumbai readied itself for Ganesh Utsav, Swiggy Instamart delivered a delightful twist to the celebration by installing a free Modak dispenser on Carter Road, Mumbai.
Available on September 6th and 7th, the dispenser gave away 1,000 modaks daily completely free of cost and dispensed approximately 143 modaks every hour.
Phani Kishan Addepalli, Co-Founder of Swiggy, took to social media to inform followers about the initiative and encourage them to “get into the festive spirit”.
Ganapati Bappa Morya! 🙏
Folks in amchi mumbai – pls check out our Instamodak dispenser on Carter road today and tomorrow and get into the festive spirit.
Ring the bell and get your modak box instantly! pic.twitter.com/qpFTEyqgh2
— Phani Kishan A (@phanikishan) September 6, 2024
The bright orange machine operated in a simple and engaging manner: after customers rang a bell, an audio sensor was triggered which released a single modak, hygienically packed in a box, within 5 seconds. Each box contained a QR code that directed users to Swiggy Instamart’s Ganesh Chaturthi section on the platform, which offered numerous festive delights, including pooja essentials, modak-making kits, different modak flavours, and eco-friendly Ganesha idols.
This initiative emerged as a collaboration Swiggy and their partners, Havas Media and Havas Media Tribes, and drew much attention by Mumbaikers, who embraced the opportunity to get free sweets from the popular delivery platform.
Moreover, with the Marathi phrase ‘Ghanti Vajwa, Mithai Milwa’ (ring the bell, get the sweet) displayed on the dispenser, Swiggy’s festive initiative has gained widespread traction on social media with several appreciative posts.
Swiggy Instamart’s initiative is an excellent example of how brands can effectively honor cultural traditions in order to enhance customer experiences in innovative ways. By catering to the country’s celebratory spirit, Swiggy Instamart was simultaneously able to connect with Mumbaikers and strategically promote their own festive products.
