SPARSH VINAYAK

TitleSPARSH VINAYAK
ClientTATA NX
Product / ServiceNATURAL SWEETENER
CategoryC03. Exhibitions / Installations
Entrant121 EXPERIENCE INTEGRATED MARKETING Mumbai, INDIA
Idea Creation 121 EXPERIENCE INTEGRATED MARKETING Mumbai, INDIA

The Campaign

Riding on India’s largest festival, Ganesh Chaturthi (the festival of India’s favorite elephant headed God) we built the world’s first ever idol ever made for the blind. An idol of god Ganesh. An idol called Sparsh Vinayak – The touch & feel elephant god. An idol made with special tactile sensory aid (of nylon thread treated with special wax to exaggerate the sense of touch for the blind). An idol based on the insight that the blind have forever stayed devoid of experiencing their favorite God Ganesh. And the insight that the sighted have forever stayed devoid of the realization of what it is to be blind and not be able to enjoy everyday things like the visual of your favorite god.

The Brief

Overall Budget: 5,49,000 Indian Rupees Breakdown of Costs: Creative Cost: 3,58,000 Indian Rupees Production Cost: 1,27,000 India Rupees Technical Cost: 34,000 Miscellaneous Expenses: 30,000

Creative Execution

It took over 30 days for one of Mumbai’s leading idol sculpture artist to finally give shape to the Sparsh Vinayak idol. A first of its kind material using nylon thread treated with wax was used to drape the idol giving it pronounced definition for the blind to touch, feel and visualize the idol or rather their favorite elephant god. Finally, the Sparsh idol hosted inside a pandal (temporary pop-up temple installation) was up for display at one of Mumbai’s most popular malls leveraging the malls organic footfall of over .7 million during the course of the 11 festival days.

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign was only executed at one touch point but the thought behind the campaign left an everlasting impression on the audiences. The campaign was more than just an idol, but a message for humanity which the country needed to live on. The campaign reached 7.5millon people out of which 5 million were devotees of Lord Ganesha. 86% of the devotees that visited the pandal were the sight gifted audience. The campaign created a large impression being the 3rd most trending topic on twitter with 32% engagements on social media and 28x earned media. With over 2,21,000 people pledging to donate their eyes SPARSH VINAYAK saw a surge of 4320% breaking the stereotype for good.

Explain why the method of promotion was most relevant to the product or service

Creativity and simplicity, the fundamental ingredients behind the success of our economical campaign were so strong that it didn’t require any exorbitant measures to bolster it. Engaging consumer audiences directly in a one to one format, leveraging one of the most popular timing possible, in a real time non-traditional outdoor format to disseminate its message calls for its relevance in the current category.

The strategy was simple. Every Ganapathi festival, the news, social media and people’s word of mouth talk about the most unique idol avatars of God Ganesh. We wanted to break into that news and conversations. We wanted the non-blind audience to experience the blind experiencing the Sparsh idol. An experience which provide an aperture into the everyday struggles of the blind to accomplish the simplest of things. We wanted to seed an emotional empathetic chord directly triggering an instinct to overrule the religiously driven excuses and contribute to the blind’s cause by pledging to donate their eyes. And being India’s most celebrated festival, celebrated by over 200 mn. Indian’s the timing of the Sparsh Vinayak idol couldn’t be more spot on!

Credits

Name Company Position
Aniket Sharma 121 Experiences Integrated Marketing Pvt Ltd Director & Co-Founder
Prasann Apte 121 Experiences Integrated Marketing Pvt Ltd Creative Group Head
Hanish Parswani 121 Experiences Integrated Marketing Pvt Ltd Senior Manager Business and Client Relations
Alvin Dsouza 121 Experiences Integrated Marketing Pvt Ltd Director & Co-Founder
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