From Swiggy to Sweety: How the Food Delivery Brand Is Stirring Up Diwali Buzz

A temporary new name, a print ad and a family of in-joke accounts turn Swiggy’s own identity into this festive season’s talking point.

With Diwali days away, Swiggy has swapped its name for “Sweety”. According to reports, the food delivery brand changed its Instagram display name and let the new persona spill into print, using wordplay and a dash of mystery to get people asking what is going on.

How it unfolded

The campaign came into view when Swiggy’s Instagram profile switched to “Sweety”, with a cheeky line in the caption and a bio that joked about delivering sweets on time. The brand then ran a Hindustan Times advertisement in the same voice, with a homecoming-themed message and the tagline “Sweets you 🧡, on time”. The creative showed an orange delivery bag carrying the Sweety identity and a tweaked version of the familiar logo.

The family grows

What looked like a social media prank turned into a wider brand activity. Instamart, which has been a standalone brand since dropping the Swiggy name in 2025, joined in by calling itself Sweety’s younger sibling. Another account, Noise, described itself as Sweety’s cool cousin, and the delivery partner account added its own tongue-in-cheek line.

On LinkedIn, Mayur Hola, Swiggy’s Head of Brand, announced a mock new title tied to Sweety, with a hashtag that played on the “new mithai” idea. Other employees joined in, adding to the intrigue.

Why it works, on paper

The idea is built on curiosity, not a product pitch. A familiar name vanishes, an odd one appears, and people ask why and share their theories. Repeated references to sweets, mithai and on-time delivery point at Diwali’s food and gifting season. Swiggy has not explained the full strategy or whether the identity leads to a bigger announcement. Using print as well as social gives the stunt a reach beyond digital audiences.

A familiar playbook

Swiggy has a record of festive campaigns built on puzzles and humour. A past Diwali campaign asked why a single, clue-filled image was a Swiggy ad, inviting people to supply their own explanations. The Sweety play follows the same approach, turning a brand touchpoint into a moment of surprise in a busy festive season.

It also reflects a wider trend of brands testing temporary identities and playful storytelling to stand out when ad space is crowded. Whether Sweety is a short Diwali persona or the start of something bigger is still an open question. For now, it has people asking: who is Sweety?

Sources: afaqs!; context from The Tribune, Telangana Today and Love the Work.