Hasta La Creative!

Swiggy is India’s largest food delivery app. In India people in blue-collared jobs (such as Swiggy’s delivery partners) don’t enjoy the same dignity of labour as those in white-collared jobs. One indicator of this inequality is how they’re referred to by customers. Despite their names being visible on the app, customers call them ‘Swiggy’ when addressing them. Our delivery partners felt disrespected when people called them Swiggy & we wanted to change that.

To spark a behaviour and cultural change, we crafted a film about a boy called Swiggy. Inspired by the Bollywood school of storytelling, the saga drove home the point that every person has a name and just the simple act of acknowledging this can make them feel respected.

Jawwy TV is a new multi-screen service across the KSA and the region, with over 7000 original content of western and regional productions varying from films, TV drama, action, comedy, horror, and sci-fi, to documentaries and live shows. The objective of this integrated campaign to introduce Jawwy TV newest feature that allows the user to enjoy their favorite content on any screen they choose.

I used thermo-sensitive ink in print ads to show how the presence of a guardian, or a lack thereof, can make the difference between life and death. When somebody touches one of the ads, the parent disappears and reveal a message about the Boys and Girls Club appears.

The Boys and Girls clubs of America would partner with “How it should have ended,” a famous Youtuber that makes alternate endings to classic movies. Together they would produce alternate endings to movies where a child is put in a precarious situation due to a lack of supervision (Ex. Home Alone and Taken). These Alternate endings will showcase how supervision would have completely changed these movies.

Bangladesh is the only country to have shed blood for the rights to language. In 21st February 1952, several University Students sacrificed their lives in protesting against the then ruling Government decision of imposing Urdu as the only state language of Bangladesh (Then East Pakistan). Recognizing such a noble act by the language martyrs, UNICEF, in 1999, decided to declare 21st February as the International Mother Language Day.

Bangladeshis today recognize the song ‘Amar Bhai er Rokte Rangano Ekushe February” (My Brother’s Blood Spattered on 21st February) as the most influential musical piece remembering the sacrifice made by the martyrs. On International Mother Language day – 21st February, Grameenphone, through a unique Digital content, paid a tribute to Late Altaf Mahmud – the composer of this very song. We believe that the student’s combined voice, and languages will shed a whole new light on the iconic song.