Friendship's Day - Swiggy
Overview
For Friendship Day 2025, the goal was to design a cheerful in-app experience that celebrated friendships through food, laughter, and shared moments. The campaign featured vibrant illustrations, playful typography, and a refreshing green palette that radiated joy. My role involved creating UI layouts, visual design, and thematic elements that reflected the energy of togetherness. The interface grouped offerings like “Sweet Treats for Your Ride-or-Die” and “Munchies for Your Mains,” merging fun copy with a seamless user journey for both discovery and delight.
Results
The design contributed to a 28% spike in engagement, resonating especially with younger audiences who connected with its playful, relatable tone.
Overview
Grillmate was a user engagement campaign where users could “roast” their friends by selecting their personality type and favorite food. Using AI, the system generated a fun roast character along with a witty message blending humor, personalization, and social sharing. The campaign was inspired by the Italian Brainrot trend that took over social media, reimagined in Swiggy’s quirky voice. I worked on design direction, user flow, interaction logic, and UI design, ensuring the experience felt lively, meme-worthy, and intuitive from input selection to the final roast reveal.
Results
The campaign achieved record social shares and high engagement, becoming one of Swiggy’s most viral festive activations and reinforcing its reputation for playful digital innovation.
