Title | ORIGAMI GANESHA |
Brand | AWAAZ FOUNDATION |
Product / Service | TIMES OF INDIA |
Category | A08. Corporate Social Responsibility |
Entrant | BBDO INDIA Mumbai, INDIA |
Idea Creation | BBDO INDIA Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Josy Paul | BBDO India | Chairman & Chief Creative Officer |
Hemant Shringy | BBDO India | Executive Creative Director |
Sandeep Sawant | BBDO India | Executive Creative Director |
Balakrishna Gajelli | BBDO India | Sr. Creative Director - Art |
Ajai Jhala | BBDO India | Chief Executive Officer |
Rajesh Sikroria | BBDO India | President |
Rajat Mendhi | BBDO India | Executive Vice President - Planning |
Manisha Sain | BBDO India | Account Director - Planning |
Pintu Bisoyi | BBDO India | Junior Copywriter |
Anushree Khandalkar | BBDO India | Junior Copywriter |
Kruttiventi Venkata Krishnam Raju | BBDO India | Agency Producer |
Hitesh Shah | BBDO India | Studio Manager |
Shankar Yelugu | BBDO India | Graphic Artist |
Venkatesh Pagidimarry | BBDO India | Graphic Artist |
Sameet Koyande | BBDO India | Sr. Graphic Artist |
Rajeev Mohite | BBDO India | Graphic Artist |
Kiran Patankar | BBDO India | Photographer |
A lot had already been spoken about the problem. To drive change, we turned the humble newspaper and a small ad space into the God himself. The idea: Origami Ganesha. Using the joy of origami and a few folds, we were able to transform a square piece of newspaper into the Elephant God. With a new design each day, printed in India’s number 1 daily, we encouraged the nation to create 12 million biodegradable Ganeshas instead of the toxic version of the God.
During the 11 days of Ganesh Chaturthi, each day a new Origami Ganesha ad was released with a new design that took shape of the lord himself. This was printed in India’s no.1 daily – Times of India – reaching millions of Indians and inspiring them to choose the non-toxic version.
Over 12 million Indian homes encouraged to create Origami Ganeshas, instead of 12 million toxic versions of the God. The initiative travelled to schools to raise an aware and eco-friendly future generation.
Times of India is India’s number 1 English Daily. And a lot has already been written about it in the form of advertising and editorial about the the ocean pollution caused by the immersions of the idols of the elephant head during the annual Ganesh Chaturthi festival. Origami Ganesha used the power of press, but in an an innovative and interactive manner. With a few folds and the joy of Origami, and a new design each day, we encouraged over 12 million Indian homes to bring in a eco-friendly God.
To raise awareness of this problem and change behaviour we decided not to talk more about the problem. But empower millions of Indian with an eco-friendly solution. Here is where we turned the media space we got from our partner Times of India – India’s number one daily - into the God himself. Thus was born – the Origami Ganesha