‘Mitti Ke Ganesh’, a social campaign by Dainik Bhaskar Group, which is driven by the group’s vision to bring about socio economical change. Dainik Bhaskar through this campaign urged people to use Ganesh idols made of clay and natural colors. The campaign focused on four states Gujarat, Maharashtra, Madhya Pradesh and Chhattisgarh where the festival is celebrated with huge enthusiasm. The campaign reached out to its readers and the society at large, to sensitize them on the hazards of using Ganesh idols made of plaster of Paris with chemical paint and encourage them to buy Ganesh idol made of clay and immerse the idol at their homes in a water container, which was also endorsed by spiritual gurus of the country. The campaign used 360⁰ approach by using print, hoardings, digital, FM, posters and societal events. The campaign concluded by wishing the citizens through innovative outdoor campaign.
Commenting on the campaign, Vinay Maheshwari, Senior Vice President, Sales and Market Development and Brand Marketing, Dainik Bhaskar Group said, “This initiative is our way of giving back to the society. Even if we manage to influence a small section of the society, we can make a positive impact on the environment. Depleting water table and contamination are the two major threats to the mankind and if we don’t address these issues immediately we will have to face the consequences in future. I would urge people of our country to keep environment in mind while celebrating festivals.”
‘Mitti Ke Ganesh’ was initiated in 2013 by Dainik Bhaskar Group; basis the ground learning, it was observed that during Ganpati Visarjan major water bodies are polluted. This contaminated water is responsible for various diseases.