Father’s Day 2025: If your dad is someone who cranks up the TV volume during prime-time news debates while the rest of the house struggles to focus or sleep, you’re not alone. Swiggy is tapping into this oh-so-familiar family scene with a new Father’s Day campaign that’s both hilarious and heartwarming: The Prime Time Menu.

In a first-of-its-kind initiative, Swiggy Limited, India’s top on-demand convenience platform, has reimagined its app interface to resemble the chaos and drama of a late-night news show, the kind dads across the country adore. Think bold tickers, flashing headlines, and the adrenaline of breaking news, but instead of politics, it’s all about food.

Father’s Day 2025: Swiggy’s campaign

At the center of the campaign is a digital short film produced in collaboration with Bad Studio Production LLP. It follows a daughter growing up with a “news dad”, the type who considers loud news debates the perfect soundtrack to everyday life. Whether she’s studying, practicing Bharatnatyam, or trying to catch a nap, the background is always the same: anchors yelling, graphics flashing, and the remote nowhere in sight. But rather than fight it, she eventually finds a way to embrace it, by ordering from Swiggy’s Prime Time Menu, turning the noise into nourishment.

Swiggy’s creative team has gone all-in, converting the user experience into something that mirrors a high-octane news broadcast. The app now features anchor-driven food highlights, fake but funny “breaking food news,” and design elements that scream urgency, just like a prime-time debate.

“Prime Time Menu is our ode to something almost every Indian household is familiar with, a father’s passion for news and current events,” says Mayur Hola, VP-Brand at Swiggy. “This campaign celebrates those quirky, relatable traits that make our dads so loveable. It’s humorous, nostalgic, and deeply rooted in cultural truths.”

But beyond the laughs and clever design, the campaign is a reminder of how the smallest things, like sharing a meal or understanding a loved one’s habits, can become the most meaningful gestures.

So this Father’s Day, Swiggy isn’t asking you to turn down the volume. Instead, it’s encouraging you to order in, sit down next to Dad, and enjoy the show, and the snacks. Because if you can’t quiet the chaos, you might as well feed it.

Also Read: Dangerous Apps You Shouldn’t Have on Your Phone

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