Execution

With ambitions of spiking conversations in their biggest market Mumbai and position themselves as the healthier table spread,Nutralite's Pray to Lose was India’s first pandal(temporary temple) built by a brand.India’s first Ganesha, behold,with a 6-pack!!To not hurt religious sentiments, we couldn’t take chances with the idol.We scouted for one of Mumbai’s most sought after sculptor.It was important that the Ganesha looked fit and not like a body builder.After a lot of concept sketches,we zeroed in on a 20-ft idol,with bulging biceps and yes,a 6-pack.Molds were made and the idol was crafted.To match the scale of the idol a directional billboard was used.The 11 day festival was given a healthy twist at every step-a priest with 8 pack abs,treadmills for donating calories, a sacrificial box to drop bad habits, health camps.Sugarfree Modaks (sweet dumplings), a procession where Zumba dancers burnt more than 100000 calories.