As the year draws to a close, Swiggy Scenes has launched a quirky on-ground activation titled ‘Un-Coop Yourself’, encouraging people to ditch the couch and experience New Year’s Eve celebrations beyond their living rooms. The campaign aims to inspire urban audiences to rediscover socializing by exploring events happening around them.

At the heart of the activation is a life-sized wooden installation placed in a public space, designed to resemble a boxed-in home setting. The structure recreates a familiar New Year’s Eve scene-complete with a sofa, television, ambient lighting and a solitary individual-symbolizing how many people end up celebrating indoors.

The installation becomes interactive through an external buzzer accessible to passersby. Once pressed, the enclosed space undergoes a dramatic transformation. Music kicks in, lights flash, and a disco ball comes alive, instantly converting the dull at-home setup into a lively party atmosphere. The contrast visually reinforces the idea that stepping out can completely change the New Year’s experience.

According to Supriya Shankar, VP at Swiggy Scenes, the activation serves as a light-hearted reminder that memorable celebrations rarely happen in isolation. She highlighted that Swiggy Scenes makes it easy to discover hyperlocal events-from rooftop parties and live gigs to brunches and social gatherings-directly through the app.

The installation also guides audiences to explore the Swiggy Scenes platform, where users can browse thousands of live events happening across cities. Positioned as Swiggy’s hyperlocal discovery platform, Swiggy Scenes focuses on helping users uncover experiences and social happenings nearby.

With ‘Un-Coop Yourself’, the brand blends humour, interaction and insight into modern urban behaviour, nudging people to show up, step out and welcome the New Year with shared experiences rather than screens.