On the occasion of the 10-day long Ganesh Chaturthi festival which starts from September 17, brands like Nutralite, Parle, #Fame and others have launched interesting campaigns and initiatives to engage in a fun way with the devotees. Big creative agencies like DDB Mudra and Ogilvy India have launched interesting concepts from fish-friendly Ganesha to 8-pack health conscious Ganesha. We take a look at some campaigns.
Parle is making India’s first crowd-sourced Ganesha with Parle-G biscuits. To contribute a biscuit, devotees were asked to tweet ‘Ganpati Bappa Morya’ with #BiscuitGanesha on Twitter. By using crowd sourcing, the brand got many people involved at the same time. To add to it, the idea was appreciated on social media, not only because of its innovative concept but also for being eco-friendly. The hashtag #BiscuitGanesha trended on Twitter and a small teaser video was also launched on the making of biscuit Ganesha on the platform.
Parle Teaser video: https://www.youtube.com/watch?t=6&v=QnzSA3ESV4g
Below is an excerpt of few of the tweets:
Last year, Nutralite along with DDB Mudra introduced the concept of India’s first six-packs ab Ganpati, and this year, Ganpati will lose weight during his stay, with the help of his devotees. To help Lord Ganesh lose weight, devotees will need to work out at the pandal. Lord Ganesha needs to burn 50,000 calories during the 11 day event in order to gain an 8-pack. The idea is to inspire people towards a healthy and a fitter lifestyle.
Similar rituals like last year will be there, like weighing machine, calorie donation screen (where one can view the donated calories to the deity) and a donation box (where one can drop off their unhealthy habits and take an oath to stay on the path of good health). A team of doctors, dieticians, health counsellors and nutritionists will also be present at the pandal to carry out free health check-ups.
Speaking on the initiative, Aneil Deepak, Head of Ideas, DDB Mudra Max said, “The holographic technology being used for Lord Ganesh is first of its kind. India has not seen Ganapati like this in hundreds of years. That’s saying something! A Ganapati who gets fitter by the day is a sight and a memory to cherish. Over the years, we have seen many pandals that have spent and donated millions; we are the first to spend calories towards the Lord.”
On the final day of the Ganesh festival, idols of Lord Ganesha are immersed into the sea. The toxic materials used in making the idols pollute the sea and wreak havoc on marine life. They release poisonous elements like lead, mercury, zinc and cadmium into the sea damaging its fragile ecosystem and killing the fish. SPROUTS is the one NGO that has been doing some good work every year during Ganesh Chaturthi - from beach clean-up operations post visarjan to creating papier-mâché Ganeshas.
This year Ogilvy decided to join hands with SPROUTS and came up with the idea of fish friendly Ganesha. The agency came up with the idea of a non-toxic Ganesha primarily crafted from vegetarian fish food that is edible and safe for fish consumption. This fish friendly Ganesha idol contains vegetarian food ingredients like wheat flour, spinach powder, refined flour and corn flour and an outer covering of clay to hold them all together. The cosmetic surface of the idols was also treated with paints made from natural material and colours such as multani mitti, turmeric powder and geru.
Commenting on this, Piyush Pandey, Executive Chairman & Creative Director, Ogilvy South Asia said, “What a lovely idea to make a contribution to a greener environment.”
Rajiv Rao, National Creative Director, Ogilvy India added, “This is a great initiative by the NGO Sprouts Environment Trust, We are really proud to be a part of this beautiful idea. Destruction of marine life has been a cause for much concern to some of us. We hope that someday the efforts of this initiative will make us more aware and urge us to act towards protecting/saving our seas.”
The brand promises to celebrate Ganesh Puja with Bollywood celebrities and provide their fans, with interesting titbits. The brand will bring live coverage of the festival from Bollywood celebrities like Nana Patekar, Bappi Lahiri, Neil Nitin Mukesh, Sonu Sood, Manish Paul and Rakhi Sawant, who are known to celebrate the festival with a lot of fanfare. Also #fame talents will share exclusive fashion tips on what’s in this festive season and #fame will have 10 beamers across the city, bringing us LIVE updates from different pandals.