Global Creators Network associates with Warner Music India & Swiggy

Global Creators Network - a branded content vertical of OML Entertainment, in collaboration with Swiggy and Warner Music India, introduced a one-of-a-kind partnership that enhanced the food ordering experience with music. The team at GCN played a crucial role in bringing together two iconic brands, Warner Music India and Swiggy, to create a unique engaging experience for their customers. Up until 7th May, Swiggy offered an intriguing element where the users’ food ordering journey was assisted by music. Global Creators Network expedited this unique partnership where millions of Swiggy users were able to order their favorite food, through the reimagined UI while listening to the latest single of Ed Sheeran, ‘Eyes Closed’ from his album ‘Subtract’, as they waited for their delivery. As a part of the marketing strategy, Swiggy’s revamped homepage and the food delivery page integrated the ‘Big Blue Monster’ on a skateboard delivering orders on the Swiggy app. The blue-eyed monster, which is from the music video of "Eyes Closed" is a physical manifestation of Ed Sheeran’s grief and has gained massive popularity globally. The idea behind the in-app integration, including redesigning the home page and using the blue monster eyes as an icon, was to increase engagement and reach, besides eliminating the user’s boredom as they wait for their food while listening to Ed Sheeran's song "Eyes Closed”. Posting a picture of the musician with the blue monster on Twitter, Swiggy also initiated a fun banter with Ed Sheeran - “What's Ed Sheeran eating here? Wrong answers only” to which the global popstar responded in a witty way - “Chips WITHOUT Ketchup?”. The fun conversation saw various other brands like Disney India and Amazon miniTV join in.

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