Swiggy’s latest Diwali activity has given the brand an unexpected new name: ‘Sweety’. What began as a change to its Instagram identity has now appeared in newspaper advertising, with the food delivery platform extending the playful rebranding across multiple company-linked accounts.
The new identity has also found its way into the workplace conversation. Mayur Hola, Swiggy’s head of brand, announced his “new role as Head of Halwai for Sweety” on LinkedIn, using the hashtag “#sameshitnewmithai”. Other employees have followed with similar posts, making the activity feel like a coordinated exercise rather than an isolated social media stunt.
The brand’s Instagram presence offers more clues. Its display name now reads ‘Sweety’, with the caption “Haan, woh main Sweety, now what to do?” The bio carries the line, “Sweet, you love, love beneath,” accompanied by a heart emoji and the words “on time”. The account has also narrowed its following list to 11 profiles featuring ‘Sweety’ in their usernames.
The playful identity is not limited to Swiggy’s main handle. Instamart has taken on the role of a younger family member with the bio “Haan, woh main Sweety’s chhota sibling”, while Noise has introduced itself as “Haan, woh main Sweety’s cool cousin”. Swiggy’s delivery partner account has added another variation: “Sweety hone ka ghamand hai”.
The campaign has now moved beyond digital platforms. An advertisement in Hindustan Times features the greeting “Oh Sweety, ghar aana” alongside “Sweets you 🧡, on time.” Set against an orange background, the creative shows a delivery bag carrying the ‘Sweety’ name, with a modified version of Swiggy’s logo.
The references to mithai, the language of a familiar festive greeting and the coordinated activity across platforms all place the exercise in a Diwali context. However, Swiggy has yet to explain what the new identity represents or whether it is connected to a larger campaign announcement.
For now, ‘Sweety’ remains an unexplained change with a growing presence across the brand’s ecosystem. Whether it is a festive character, a temporary identity or the opening act of a larger campaign is still under wraps.
Swiggy is turning a simple identity change into a multi-platform curiosity exercise, using familiar festive language and employee participation to keep the conversation alive. The move also gives the brand an opportunity to build anticipation before revealing the actual campaign idea, rather than leading with a conventional Diwali announcement.
