Swiggy Holi ad controversy: brand takes down its OOH advert after backlash

The main aim of the Swiggy Holi ad was to promote the consumption of eggs instead of wasting them by smashing them on someone's head with the message #BuraMatKhelo.

The latest brand to receive backlash over controversial advertisements is Swiggy. The brand put up a billboard for Swiggy Instamart on the occasion of Holi and has faced severe criticism for the same. 

Advertising has become trickier in the new age, with brands having to walk on eggshells (pun intended) to avoid hurting people’s sentiments. 

For Swiggy, it’s the ‘Holi egg’ billboard. The OOH ad was placed in the Delhi NCR area urging people to not throw eggs at each other in the pretext of Holi.

It showed multiple options on how to consume the commodity with omelette and sunny side-up receiving a green tick while ‘Kisi ke sarr par’ being a big no. The main aim was to promote the consumption of eggs instead of wasting them by smashing them on someone's head with the message ‘#BuraMatKhelo. Get Holi essentials on Instamart’. 

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However, Twitterati retaliated with the hashtag #HinduPhobicSwiggy, with them accusing the brand of policing how Hindu festivals should be celebrated.

Many Hindu community members have accused Swiggy of promoting a selective message on Hindu festivals and creating a wrong perception about Holi and questioned why it doesn't promote similar messages during other festivals.

Hey @swiggy, it's not okay to give selective gyan on Hindu festivals. Your Holi reel & Billboard is creating a wrong perception about Holi. You must apologize and take steps to promote cultural inclusivity. #HinduPhobicSwiggy pic.twitter.com/5Wy7obS7BL

— Yogi Devnath 🇮🇳 (@YogiDevnath2) March 7, 2023

Hey @Swiggy why don't you give Similar gyan on Eid/Christmas? Afraid of Sar Tan Se Juda gang? Since you serve diverse communities, it's important for you to learn to respect all religions. Remove your Holi ads. #HinduPhobicSwiggy pic.twitter.com/uV6m8jX3s1

— Dr. Prachi Sadhvi (@Sadhvi_prachi) March 7, 2023

This eventually has led the brand to take down the billboards. However, there has been no official statement from Swiggy on the matter.

India has previously seen several controversies regarding advertisements on religious issues with brands like Surf Excel, Tanishq, Zomato coming under the scanner.