OML Entertainment's branded content vertical, Global Creators Network, has collaborated with Swiggy and Warner Music India to enhance the food ordering experience with music. The GCN team facilitated the partnership between Swiggy and Warner Music India to provide this unique experience to Swiggy's customers.

Previously, Swiggy had introduced a feature that added music to the food ordering journey, which was available until May 7th. Global Creators Network took this collaboration further by offering Swiggy users a new and improved user interface that allowed them to order their favorite food while listening to the latest single by Ed Sheeran, 'Eyes Closed' from his album 'Subtract,' while waiting for their delivery.

As part of its marketing strategy, Swiggy incorporated the 'Big Blue Monster' on a skateboard into its redesigned homepage and food delivery page, enabling it to deliver orders within the Swiggy app.

The blue-eyed monster, which is a manifestation of Ed Sheeran's grief and is featured in the music video for "Eyes Closed," has become popular worldwide. The goal of integrating the blue monster eyes as an icon, redesigning the home page, and using the in-app delivery was to increase engagement and reach for Swiggy. The idea was also to keep the users entertained while waiting for their food by listening to Ed Sheeran's song "Eyes Closed."

The food delivery platform Swiggy took to Twitter to engage with the global popstar Ed Sheeran by posting a picture of the musician with the blue monster. In a playful banter, Swiggy asked "What's Ed Sheeran eating here? Wrong answers only," to which the musician responded in a witty manner with "Chips Without Ketchup?". The conversation sparked the interest of other brands such as Disney India and Amazon miniTV, who joined in.

Sheeran mentioned that he had an idea to create a video based on movies like Harvey, where the protagonist has an imaginary friend who is a giant rabbit that only they can see. “Often sadness is something that follows you around, engulfing the rooms you're in, and you can feel and see it, but no one else around you can,” he said. Thus, he decided to create his own version of a big blue monster for the video that gradually gets bigger and bigger, taking up entire rooms until it's all that they can see, symbolizing the feeling of sadness.

This interaction allowed Swiggy users to catch a glimpse of the blue monster from May 5-7, while also enjoying the musician's song "Eyes Closed" and connecting with the deep expression of Sheeran's adult life and experiences.

According to GCN’s Senior Vice-President and Business Head, Devarshi Shah, the company's aim is to promote interaction and innovation that brings a fresh perspective for both the audience and the brand. “The collaboration between Swiggy and Warner Music India offers an unmatched experience that beautifully captures the intense emotions conveyed in the music,” he said. This uncanny partnership resulted in a significant engagement that encouraged the audience to visit the Swiggy app and place an order, while also increasing the viewership of Ed Sheeran's latest hit, "Eyes Closed" from his latest album 'Subtract', which is now available worldwide.

Global Creators Network Brings Together Swiggy and Warner Music India To Promote Ed Sheeran’s New Single