Cannes Contenders 2025: Swiggy’s Bhog elo Boney is a push to uplift forgotten widows

The campaign is conceptualized by Havas Play

by e4m Staff
Published: Jun 4, 2025 9:05 AM | 2 min read

The stage is set, the stakes are high, and India’s creative powerhouses are once again ready to dazzle at the Cannes Lions International Festival of Creativity 2025. This year, the spotlight is on bold vision, disruptive thinking, limitless innovation and storytelling that transcends borders.

As the Indian contingent steps into the global arena, we take an early look at the campaigns set to make waves on advertising’s grandest stage. Today’s pick is Swiggy Foods: Bhog elo Boney campaign conceptualized by Havas Play.

Centred around the concept of widowhood in India—particularly the Tiger Widows of the Sundarbans—the campaign highlighted the cultural exclusion of these women during Durga Puja. Through a floating Durga Puja pandal and Swiggy-packed bhog and prasad, this campaign aimed at ensuring complete inclusion. This initiative also created lasting impact by enabling economic empowerment—listing Sundarbans’ local produce on Swiggy’s platform. This culturally rooted campaign challenged age-old prejudices and proved that true celebration means leaving no one behind.

Talking about the campaign Mohit Joshi, CEO, Havas Media Network India, said, “At Havas Media Network India, we believe creativity has the power to drive meaningful change. With ‘Bhog Elo Boney,’ we are proud to stand alongside Swiggy Food in reshaping social narratives and fostering inclusion for the Tiger Widows of the Sundarbans. This campaign goes beyond advertising—it’s about challenging deep-rooted prejudices and creating a genuine, lasting impact on lives. We’re honoured to see this idea spark a national conversation and inspire cultural transformation.”