Toing has launched its first digital brand film as part of its campaign focused on affordable food delivery and lowest price positioning in the market. The campaign highlights the platform’s pricing strategy built around zero platform fees, zero packaging charges and menu prices aligned with offline restaurant pricing.
The campaign has been released under the theme ‘Shoo-Shaa’ and targets Gen Z consumers and early career professionals looking for lower cost food delivery options. The film uses a wedding procession themed narrative featuring exaggerated delivery visuals and comedic storytelling to communicate the brand’s value proposition around reduced delivery costs.
According to the company, the campaign aims to differentiate Toing in the competitive food delivery segment by focusing on affordability and transparent pricing. The film showcases multiple characters from a wedding baraat attempting to deliver food through crowded apartment corridors, reinforcing the message that customers do not need to pay additional charges while ordering through the platform.
The brand film was conceptualised, written and directed by the inhouse creative team at Swiggy. Within days of launch, the campaign reportedly generated close to 13.6 million views across digital platforms. Through the campaign, Toing is positioning itself as a value driven food delivery platform targeting digitally active urban consumers who are increasingly price conscious while ordering food online.
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Mayur Hola, Vice President- Brand, Swiggy said, “Toing is designed to cater to the value conscious consumers and with the first brand film, we are reiterating our focus on affordability. We’ve taken a light-hearted approach to reinforce how Toing is doing away with the ‘extras’ to offer affordable food. The film conveys in a fun way that we handle the delivery with no extra charges, so customers can just focus on enjoying the food.”
