Swiggy Scenes Launches 'Un-Coop Yourself' for an Immersive On-Ground Activation this year-end

As New Year's Eve approaches, Swiggy Scenes has launched an innovative campaign called "Un-Coop Yourself" to encourage more people to step out of their homes and be a part of year-end parties.

Campaign Overview
- Concept: A playful, immersive installation urging people to step out of their homes and celebrate New Year’s Eve.
- Activation: A life-sized wooden “coop” set up in a public space, designed to mimic a typical at-home NYE scene (couch, TV, lamp, idle person).
- Transformation: When passersby press an interactive buzzer, the setup instantly shifts into a party zone with music, lights, and a disco ball.

Brand Message
- Swiggy Scenes emphasizes: “New Year’s is meant to be experienced, not spent cooping up at one’s home.”
- The campaign is a visual nudge to encourage people to discover and attend hyperlocal events instead of staying indoors.

Swiggy Scenes Platform
- A hyperlocal discovery app within Swiggy that lists thousands of live gigs, rooftop parties, brunches, and pop-ups across cities.
- Makes finding and booking New Year’s Eve events as easy as opening the app.

Leadership Insight
- Supriya Shankar, VP – Swiggy Scenes:
“Un-Coop Yourself is our playful nudge to get people out and celebrate with friends and family. With Swiggy Scenes, discovering hyperlocal events is as easy as opening the app.”

Why It Matters
- Reinforces Swiggy’s positioning beyond food delivery into lifestyle and experiences.
- Encourages community engagement and real-world celebrations at the year’s end.