Company Overview
Swiggy is an Indian food-ordering and delivery platform serving customers across a linguistically diverse market. Its campaign and customer-facing creative often needs more than a translated text file: every regional version must still look like the approved source design.
Industry
Online Food Ordering
Content
Campaign and image creative
Workflow
Image translation and review
The Challenge
Text inside campaign images cannot be translated in isolation. Longer words can break the layout, fonts may not support the target script, and copy-and-paste handoffs make it hard to know which version was reviewed. Swiggy needed a way to prepare language variants without rebuilding every creative by hand.
The solution: image translation inside the creative workflow
Vitra.ai extracted the translatable text from source images, applied the selected language and terminology, and placed the translated copy back into the design. Layout, typography, and visual hierarchy remained part of the job, so the team reviewed a finished creative rather than a detached translation table.
Implementation
The team started with approved source creative, selected the target languages, and used shared terminology for product and campaign language. Vitra.ai generated editable language versions for review, allowing linguists and creative owners to correct copy or placement before an asset was approved.
What changed in the workflow
The work moved from separate translation and design handoffs to one traceable production flow:
Where the workflow goes next
The same operating model now sits inside Vitra Universe: one brief and shared memory can feed image creation, image translation, personalization, video, websites, app content, quality checks, and publishing. Teams can expand the workflow when the next campaign needs more formats without replacing the approved context.
The practical lesson
Creative localization works best when translation is not separated from design. Keeping the source asset, terminology, layout, review, and approved variants in one workflow gives every contributor the context needed to make a good decision.