Celebrating Modern-Day Bahons of Joy

During Durga Pujo, food isn’t just a meal—it’s a tradition, a memory, and a celebration. To strengthen its regional connect in West Bengal and Odisha, Swiggy—India’s favorite food delivery platform—set out to capture the spirit of Pujo and remain top-of-mind for food lovers during the festive season.

Having previously explored Kolkata’s iconic pandal hopping and feeding frenzy culture, this year’s campaign delved deeper into the nostalgia of childhood and the mythology of Pujo celebrations.

At the heart of the campaign was a powerful analogy—Swiggy Delivery Partners as modern-day Bahons (mythical carriers), spreading happiness across the city. Just like the lion, peacock and mouse carry Maa Durga and her family, Swiggy’s delivery partners crisscrossed towns and neighborhoods, braving crowds and traffic to bring the joy of festive feasts to every doorstep.

The Impact:
✅ 7M+ views across YouTube and Meta
✅ 48% communication recall and a 53% increase in brand favorability
✅ Significant lift in brand love and consideration among Bengali-speaking audiences

A heartfelt tribute to those who deliver not just food, but the spirit of Durga Pujo. ❤️