Digital L&K Saatchi & Saatchi created a digitally crowd-sourced Biscuit Ganesha for Parle Products.
Participants were invited to contribute a Parle biscuit in the form of a tweet to the making of India’s first crowd sourced Biscuit Ganesha with the hashtag #BiscuitGanesha. For each tweet Parle received, users got a customised response that showcased a dedicated Parle biscuit being put up in their name on the idol, thus building the #BiscuitGanesha at Mumbai’s popular pandal at Lalbaug. #BiscuitGanesha started trending within an hour of the commencement of the activity and it continued to trend across India for five hours. An overwhelming response helped complete the making of the #BiscuitGanesha in three days. Parle then announced a contest – Guess the Number of Biscuits on #BiscuitGanesha through which people can take a guess at the number of biscuits used in making the idol.
The steady progression of the making of #BiscuitGanesha was updated on the official website – www.biscuitganesha.com every 15 minutes in the form of a time-lapse video.
Anil K Nair, CEO and Managing Partner, Digital L&K | Saatchi & Saatchi said, “When the beloved Lord of new beginnings meets the King of Hunger, then magic has to happen. We wanted to spread participation to places in India that do not celebrate Ganesh Chaturthi by using digital effectively.” Pravin Kulkarni, GM – Marketing, Parle Products commented, “For the last two years we have had a Ganapati made of biscuits at Lalbaug Cha Raja given that crores of devotees throng the pandal. We had engaged with a lot of devotees on ground last year. This year we decided to scale up the activity by going digital and connecting with the online and on-ground audiences. The challenge was to bring alive, engage and involve people at large, both online and on-ground. People were invited to digitally offer their personalised biscuit via Twitter to #BiscuitGanesha and the team responded with a customized video depicting their offering to Lord Ganesha. It was a unique idea. The response on Social Media has been good.”
Alongside the digital Biscuit Ganesha, Digital L&K | Saatchi & Saatchi also went further with its innovation to create the Decibel Ganesha. The insight behind this idea was that the devotees at Lalbaug wait in serpentine queues for hours together and continuously chant ‘Ganpati Bappa Morya’ to keep up their energy and enthusiasm. The activity taps into this very behaviour, wherein all that the devotees have to do is shout out ‘Morya’ as loud as they can. And their decibel levels will help invoke the #BiscuitGanesha digitally on the TV screens alongside. The enthusiasm of the devotees and their energy was replenished with Parle-G biscuits.
Nitin Singh, Sr. Vice President, Digital L&K | Saatchi & Saatchi said, “While the youth and Twitterati in the digital space gravitated to the crowd-sourced initiative, the mass appeal for the decibel Ganesha at the ground level has been humbling. The brand straddled both worlds beautifully.”