MUMBAI: Once known for delivering food, Swiggy is now delivering punchlines and the internet’s loving every byte. Somewhere between "order now" and "out for delivery," Swiggy pulled off a rebrand no one saw coming. What began as a food delivery app is now dishing out cultural currency in bulk, using meme-first content, creator collabs, and moment-led mayhem to claim a spot as one of India’s most culturally fluent brands online.

Gone are the days of the polished influencer integration. Swiggy's digital strategy is now built on a different recipe: creators who feel real, trends that begin in group chats before boardrooms, and humour that’s more Instagram DM than advertising brief.

Remember the viral “croissant” mispronunciation? What could’ve been just another fleeting laugh became a nation-wide earworm, thanks to creator Prashant and Swiggy’s impeccable meme timing. Then came the “Tedhe Medhe Guy”, the blank-staring student Shagun, Pakistani creator Abuloo, even lookalikes of Virat and Rohit, all roped into the brand’s ever-expanding ‘content kitchen’.

Swiggy’s collab with internet oddballs Famous Ram and Khushi for the IPL season, or its chaotic creator-led push for Group Ordering, shows its refusal to play it safe. This isn’t content engineered for awards, it’s built for shares, comments, chaos and connection.

“We don’t just create content, we co-create with the internet,” said Yukti Satija, who helms Swiggy Food’s social media. “Participating in trends is not enough, we’re here to start them.”

It’s working. With millions of organic views and minimal ad spend, Swiggy’s feed has morphed into a digital dhaba for India’s meme-hungry audience. No filters, no frills just hyperlocal humour that hits harder than a 3 am paratha craving.

“There’s often a tendency to dismiss unpolished creators as ‘cringe’, especially those outside the metros,” Yukti notes. “But we’ve learned that the internet rewards honesty over polish. Realness beats reelness.”

Swiggy’s Instagram bio sums it up: khaana khau raat bhar, crazy collabs karu har baat par. In a digital world full of filters, this food app is staying deliciously unfiltered and redefining what it means to be a brand online.