New Delhi, Jan. 5 -- In a mall in Mumbai, hyperlocal delivery platform Swiggy installed a cage-or rather a chicken coop-with a man lying down on a white couch, relaxed if not a little bored. Predictably, there is a large TV in front of him that he can mindlessly binge-watch while simultaneously scrolling on his phone. By all accounts, this is a man in need of a plan to go out and socialize.

How many of us can relate to evenings like this, cooped up inside our homes bored, wondering what to do? Swiggy takes the 'cooped up' idea a little too literally with its man in the cage as people walk past him. What's more, a board encourages bystanders to press a large red nuclear-looking button to 'create a scene'. Each press triggers party lights ...