The Campaign

We needed a solution that took care of tradition and the environment, since idols over the years (because of all the harmful elements used in their making) have been polluting the waters and killing the fish. We created unique fish friendly Ganesha idols made from vegetarian food ingredients like soya, wheat, spinach and corn, all that the fish can consume and we painted them with natural food colours, like fuller’s earth, turmeric and earth colour. All this was encased in a river clay covering. Since huge idols cause more damage, we reduced the size to just 9 inches. The idol's outer river clay covering was designed to dissolve in just 4 hours, leaving the rest for the fish to enjoy.

Creative Execution

We painstakingly handcrafted each fish friendly Ganesha idol with the expertise of Ganesha idol makers and sculptors, to bring this unique idea alive. The fish friendly Ganesha idols were made from vegetarian food ingredients like soya, wheat, spinach and corn, all that the fish can consume and we painted them with natural food colours, like fuller’s earth, turmeric and earth colour. All this was encased in a river clay covering .Once immersed, the outer river clay covering would dissolve in less than 4 hours leaving the rest to be finished by the hungry fish. Each piece was created keeping in line with religious guidelines set for any Lord Ganesha idol. This is very important, as Lord Ganesha is the most revered God, so we had to be sensitive to the religious sentiments attached to it.

Indication of how successful the outcome was in the market

Once we introduced this unique product idea with a poster on Facebook and a hashtag, #GodSaveTheOcean, it went viral instantly, reaching 12.8 million people. And demand was overwhelming. All the idols were sold out. The hashtag became the top trending topic. People loved the idea and couldn't stop sharing. Celebrities tweeted on their own. It was covered by newspapers and radio. Huffington Post, International Business Times, Times of India... just to name a few. The media couldn't stop talking about it. Over 300,000 shares on Facebook, 1000 conversations and comments, creating unparalleled support and awareness. Most importantly more people became more and more aware that we needed to protect the environment. We hope in the years to come the celebrations are not only for the humans but also the fish.

Our target audience were mainly all the people who bring home Ganesha idols every year. So our idea had to have a far wider reach and create unprecedented buzz and awareness. awareness. Something that starts conversations with everyone who care for the environment. This fish friendly Ganesha idol was a unique idea that can speak for itself. We launched the idea on Facebook and Twitter with #GodSaveTheOcean, asking people to get in touch and book their fish friendly Ganesha idol.