The interactive Diwali initiative turns the tradition of lighting diyas into a shared digital experience.
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Swiggy has unveiled its new Diwali campaign, ‘Light a Diya’, an interactive and tech-driven initiative that reimagines the spirit of the festival through digital connection. The campaign invites users to celebrate together by lighting and sharing virtual diyas within the Swiggy app – blending tradition, innovation, and emotion.
Through this in-app experience, users can light a virtual diya and share it with friends and family by simply tapping their phones or sending it via WhatsApp. Within just five hours of launch, over one million diyas had already been lit, reflecting the campaign’s strong engagement and emotional resonance.
Moving beyond conventional festive discounts, Swiggy’s campaign focuses on togetherness, offering a meaningful way for people separated by distance to celebrate as one.
The brand also released a digital film featuring popular creators including Shiva Darshini, Sahida Ansari, Reyansh College, Shadab, Shubham Kochale, Famous Ram, and Sanjay Kumar. The lively film captures the warmth and humour of festive chaos, culminating in Sanjay’s playful exclamation, “Diwali machine activate!” as diyas glow across screens – symbolising shared celebration in the digital age.
Anuj Gupta, Vice President – Growth, Food Delivery, Swiggy, said, “At Swiggy, we strive to merge innovation with emotional connection. ‘Light a Diya’ transforms the symbolic act of lighting diyas into a joyful, shareable experience, helping users feel closer to loved ones this Diwali.”
Adding to the festive cheer, users receive ₹5 cashback for every diya shared – up to ₹75 – redeemable on Swiggy Food orders, making the experience both heartwarming and rewarding.