Swiggy Scenes launched a New Year’s campaign urging people to connect in person, using a transforming wooden coop to promote local events via its app.

Swiggy Scenes launched the “Un-Coop Yourself” campaign on December 26, 2025, featuring a life-sized wooden coop installation in a public space to symbolize people spending New Year’s Eve isolated at home. When passersby press a buzzer, the coop transforms into a vibrant party with lights, music, and a disco ball, promoting the idea that celebrations are better shared in person. The campaign encourages users to explore local events like parties, gigs, and brunches through the Swiggy Scenes app, which lists thousands of hyperlocal experiences across Indian cities. Supriya Shankar, VP of Swiggy Scenes, emphasized the importance of real-world connection during the holidays.