National : What started as a LinkedIn conversation around the realities of running a business turned into an unexpected holiday for entrepreneur Naina Ahluwalia, founder of Glow & Grow, after CREW, the premium travel concierge from the Swiggy ecosystem, stepped in to plan her vacation.
From parked car to Bali
The intervention came after a post around the much-debated 70-hour workweek went viral. The post recounted an encounter with Naina, who was working from her laptop in a parked car and described a 70-hour week as simply what her week looks like when the company is her own. When Naina responded that she would take a break once she found the time to plan a vacation, CREW took her at her word and stepped in to plan one for her. The result was a 70-hour holiday in Bali, turning the familiar 70-hour construct on its head: if 70 hours can be spent working, what could 70 hours of switching off look like?
The conversation began when a LinkedIn user shared an account of meeting an entrepreneur working from a parked car and reflected on where the line between passion and burnout is drawn. Naina responded, saying she appreciated the concern and would take a break once she found the time to plan a vacation. CREW, India’s first always-on travel concierge, then reached out to make that break happen, taking care of the planning and details so that she could simply take the time off.
Naina subsequently shared CREW’s intervention and documented her trip to Bali, allowing the idea to unfold organically across social media. What began as a conversation about the pressure to keep working became a conversation about making space to step away with the 70-hour workweek becoming a 70-hour vacation. Taking to her social media, Naina expressed, “Glimpse into my first 12 hours in Bali. Felt like a queen and how! Thanks to @crew.concierge and their amazing planning and execution. I still can’t believe I’m in BALI.
Naina Ahluwalia said, “I told everyone I’d take a break as soon as I found time to plan a vacation. CREW took the planning off my hands. They planned the Bali trip end to end. I didn’t have to chase anything, and I could actually switch off”.
The campaign has since amassed 15.2 million+ views and 560,000+ engagements from the campaign itself with CREW 70hrs surfacing the whole campaign on Instagram
For CREW, the intervention reflects its role as more than a travel booking service. By stepping into an existing cultural conversation and taking care of the work involved in planning a break, CREW demonstrated what it does best – removing the friction from travel so that people can spend more time experiencing it. CREW is Swiggy’s dedicated entry into the personal travel concierge space, and is now live, exclusively for paid members and invited travellers.
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