Swiggy Instamart, the quick-commerce service by food delivery giant Swiggy, is generating buzz in Mumbai with a creative campaign aimed at encouraging voter participation in the 2024 Maharashtra Assembly elections. In an unexpected twist, some Swiggy Instamart customers in the city have been receiving free ‘tinda’ (Indian round gourd) with their orders, along with a witty and thought-provoking message urging people to step out and vote.
The campaign was highlighted by Mumbai-based social media user Eesha Tirodkar, who shared a photograph of her order’s paper bag featuring the free tinda and its accompanying message. The message drew a playful analogy between the surprise inclusion of ‘tinda’ in her order and the possibility of being stuck with a government that wasn’t chosen by the people.
“Didn’t choose tinday but stuck with tinday? That’s what happens when someone else makes the choice for you,” the message read. Swiggy Instamart used this humorous wordplay to remind residents that failing to vote in the elections could lead to a situation where they are “stuck” with a government they did not elect. The message concluded with the call to action, “Cast your vote. Own your choices.”
Tirodkar, who shared her experience on X (formerly Twitter), described the experience as fun and emphasized the rhyme between ‘tinda’ and Eknath Shinde, the current Chief Minister of Maharashtra. Her post quickly went viral, with many social media users appreciating the clever campaign.
The free tinda campaign comes as voting is underway in Maharashtra for the 2024 Assembly elections. Voting began at 7 am on Wednesday and will continue until 6 pm, with citizens heading to the polls across 288 constituencies in the state.
The elections are expected to be highly competitive, with the ruling BJP-led Mahayuti alliance facing off against the Congress-led Maha Vikas Aghadi (MVA). The Mahayuti alliance includes the BJP, Shiv Sena, and the Nationalist Congress Party (Ajit Pawar faction), while the opposition MVA comprises the Congress, Shiv Sena (UBT), and NCP (Sharad Pawar faction). This election has seen shifting alliances, ideological battles, and a focus on complex caste dynamics.
Swiggy Instamart’s campaign has successfully tapped into the spirit of civic engagement while using humor to remind the electorate of the importance of their vote in shaping the state’s future. As voters in Maharashtra head to the polls today, the campaign’s playful message may serve as a lighthearted yet impactful reminder to make their voices heard.
Sources By Agencies
