Performers in rat costumes on treadmills highlight Swiggy’s on-time delivery promise.
Swiggy, one of India’s leading on-demand convenience platforms, has rolled out a quirky new activation in Mumbai to reinforce its On-Time Delivery Promise. Titled ‘Paet ke Chuhe,’ the campaign turns the popular Hindi idiom – which literally translates to “rats running in the stomach” – into a fun, visual experience that captures what hunger feels like.
On September 13 and 14, 2025, Swiggy set up installations at Carter Road and Bandstand, featuring treadmills with performers dressed as giant rats. The sight of the rats “running” served as a metaphor for hunger pangs, accompanied by the tagline “Paet ke chuhe, sirf yahi daudenge” – reinforcing that Swiggy is the solution to satisfy hunger, reliably and on time.
Anuj Gupta said,
“At Swiggy, we aim to create engaging and relatable brand experiences. This campaign is a creative way to highlight our On-Time Promise and showcase our understanding of what customers feel when hunger strikes.”
The campaign was executed in partnership with Madison Outdoor Media Solutions and supported by an integrated marketing push across print and digital channels. It also promotes Swiggy’s On-Time Promise program, under which customers receive a flat ₹75 coupon if their order is delivered late. The offer is currently live across Mumbai and 11 other key markets, including Surat, Rajkot, Karimnagar, Amritsar, Patiala, and Jalandhar.
