Swiggy Scenes urges revellers to step out with year-end ‘Un-Coop Yourself’ activation

Swiggy Scenes has launched a year-end on-ground activation titled ‘Un-Coop Yourself’, aimed at prompting people to rethink spending New Year’s Eve indoors and instead step out to explore social events across their cities.

At the centre of the activation is a life-sized wooden installation designed to resemble a cramped living space. The enclosed setup recreates a familiar at-home New Year’s Eve scene, complete with a sofa, television, ambient lighting and a solitary individual — a visual nod to how many end up welcoming the new year from their living rooms.

From living room to dance floor

Installed in a public space, the structure invites passersby to interact with it using an external buzzer. Once pressed, the confined setting dramatically transforms into a party environment, complete with music, dynamic lighting and a disco ball.

The sudden visual and sensory shift is intended to highlight the contrast between staying indoors and stepping out to celebrate, positioning going out as a more vibrant and social alternative to a quiet night at home.

‘The best parties aren’t happening on couches’

Commenting on the activation, Supriya Shankar, VP, Swiggy Scenes, said the idea was rooted in nudging people to reconnect with real-world celebrations as the year draws to a close.

“As we bid adieu to 2025 and prepare to step into the new year, we wanted to remind people that the best parties aren’t happening on their couches. Un-Coop Yourself is our playful nudge to get people out and celebrate with friends and family,” she said.

She added that the platform simplifies the discovery of local experiences:

“With Swiggy Scenes, discovering hyperlocal events from live gigs and rooftop parties to brunches is as easy as opening the app, where we currently have thousands of live events on the platform. The only thing left to do is show up instead of staying cooped up.”

Driving discovery of local New Year’s Eve events

Alongside the experiential element, the installation directs audiences to the Swiggy Scenes platform, where users can browse nearby New Year’s Eve options, including parties, live gigs, brunches and other city-specific experiences.

Swiggy Scenes is positioned as Swiggy’s hyperlocal discovery platform, focused on helping users find events and experiences happening around them across cities, especially during high-occasion moments such as the year-end festive period.