Durga Pujo calls for something special, and Swiggy has delivered with a surreal campaign. The campaign takes on an age-old cultural motif – Durga Ma’s Bahon – to draw parallels with Swiggy delivery partners.
The campaign has been conceptualised by Brandmovers India.
The bahons (vehicles / carriers) symbolise the advent of prosperity and happiness. In the brand film, Durga’s Bahon – the lion, peacock, owl, mouse and swan – come to life, and are curious about the new Bahon. He rides a two-wheeler and has a bag strapped to his back. making his way through lanes here and bylanes there, he weaves a path to get to his destination. When the crew catches up with the delivery partner, they declare him to be a Bahon seeing what’s in his bag.
The campaign has digital, OOH, cinema, print, and social media extensions as well as some in-app activation.
Aparna Giridhar, VP of Marketing, Swiggy, said, “Swiggy has been a part of the electrifying Pujo celebrations in Kolkata since 2015. This Durga Pujo, we decided to take the narrative beyond food, weaving Swiggy into a core cultural motif that is packed with local nuances and nostalgia. The Khushir Bahon Swiggy campaign pays homage to Bengali childhood, celebrates our delivery partners, and brings alive the role Swiggy plays in the special moments of a consumer’s life. ”
The campaign was scripted and directed by Brandmovers’ Senior Creative Director Adrijaa Sanyal.
Sanyal said, “Food is central to Pujo which makes Swiggy extremely relevant to the celebrations during this time. When the good folks at Swiggy approached us with the brief we wished to explore ideas beyond just the food aspect and take the opportunity to look more deeply at the role that Swiggy plays in the consumer’s life during the festive season. Anyone who’s grown up celebrating Pujo would know the significance of the ‘bahons’ on which Ma Durga comes down to earth with her children every year. They are the vehicles that carry our source of joy – our gods and goddesses – down to earth and come to think of it, our Swiggy Delivery partners too carry bits of joy on their backs delivering it from door to door. Once we were able to establish this very fitting parallel, it was very exciting to take the idea forward in all the ways that we could – through the visuals, the characters, the styling and very importantly the music – creating this universe was full of fun and nostalgia and the hope is that it translates just as well among the audiences.”
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