Swiggy has announced the launch of its Dineout’s Great Indian Restaurant Festival (GIRF) 2026. 

For this festival, the brand has appointed comedian and writer Bhuvan Bam as brand ambassador, integrating the universe of BB Ki Vines into the dining festival.

To highlight this association, the brand has rolled out a campaign with Bam. The film integrates characters from the BB Ki Vines universe, including Babloo, Babli, Sameer and Bhuvan, each representing relatable diner archetypes India instantly recognises.

In the flagship film, the BB Ki Vines universe takes on a familiar dining anxiety. The character Babloo worries about discount caps and fine print. Sameer confidently explains the scale of GIRF. The insight is simple but powerful. When the bill is half, hesitation disappears. Celebrations get bigger. Group plans become spontaneous. The vibe changes.

The campaign will roll out across digital, social, and creator ecosystems as well as in-app storytelling formats, with deep integration of BB Ki Vines characters across performance marketing, platform creatives and cultural moments.

Dhruvish Thakkar, AVP marketing and revenue, Swiggy Dineout, said, “GIRF is one of India’s largest dining movements. Our focus every year is to make dining out more rewarding, more accessible and more frequent for consumers, while unlocking sustained incremental footfalls and revenue growth for our restaurant partners. With Bhuvan and the BB Ki Vines universe, we are tapping into characters that India deeply relates to. Babloo, Babli and Sameer represent real diner mindsets we see on the platform every day, from the bill-conscious planner to the value maximiser to the spontaneous celebration starter. The GIRF 2026 theme, ‘Bill Half. Party Full.’,captures the core emotional insight behind dining out. Dining out is a joy. The Bill is the only brake. Take that away, and the celebration scales. From the established dining capitals of Delhi, Mumbai, Bangalore, Hyderabad, Kolkata and Chennai to emerging culinary hotspots like Goa, Jaipur, Indore, Coimbatore, Chandigarh, Lucknow and Udaipur, GIRF 2026 ensures that every foodie across 60+ cities gets to celebrate their way.”