16 June, 2025: This Father’s Day, Swiggy Limited (NSE: SWIGGY/BSE: 544285), India’s leading on-demand convenience platform, is tuning in to what dads across India love spending their free time on – prime-time news played at high volume. With the launch of its new campaign, ‘Prime Time Menu’, Swiggy transforms its app experience into something every dad will find comfort in- a high-decibel news channel interface, complete with breaking headlines, dramatic visuals, loud tickers,and of course, food that fits the moment.
At the heart of this campaign is a digital film that hits home. It follows a daughter navigating life with a “news loving dad,” the kind who likes to watch news debates at high volume, while the rest of the house tries to study, dance, or sleep. From anchors doing the ‘khulaasa’ to highly charged debates on pertinent topics, the news is the new background constant for the daughter who is trying to study, or practice Bharatnatyam or even catching up on sleep. Until she decides to stop fighting it and lean in, with the perfect gift for her father- Swiggy’s Prime Time Menu. Swiggy has partnered with Bad Studio Production LLP for this film
The in-app experience is now reimagined as a TV news show, complete with tickers, anchor-led food highlights, and mock “breaking news” stories about delicious food. It’s designed to speak to dads in the language they would like- dramatic, and absolutely addictive.
Speaking on the campaign, Mayur Hola, VP-Brand, Swiggy said, “At Swiggy, we love finding joy in the everyday quirks of our consumers. ‘Prime Time Menu’ is our way of celebrating something almost every Indian family can relate to, a father’s unshakable love for news and current affairs. It’s a campaign built on insight, nostalgia, and humor, and it’s another step in making the Swiggy experience deeply personal, culturally resonant, and ultimately, fun.”
Swiggy’s Prime Time Menu is equal parts parody and tribute, a campaign that turns up the volume on just how much we love our dads, even if they refuse to turn it down. Already live on Swiggy app and digital platforms, the campaign delivers a relatable celebration of dad culture, one blaring news ticker at a time.
Because this Father’s Day, if you can’t beat the noise, you feed it. Happy Father’s Day from all of us at Swiggy!
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