MY BIG GANESHA

TitleMY BIG GANESHA
BrandJEEP INDIA
Product / ServiceJEEP COMPASS
CategoryG05. Cultural Insight
EntrantLEO BURNETT INDIA Mumbai, INDIA
Idea Creation LEO BURNETT INDIA Mumbai, INDIA
Production ISANA PRODUCTIONS Mumbai, INDIA

Credits

Name Company Position
Raj Deepak Das Leo Burnett Chief Creative Officer
Prajato Guha Thakurta Leo Burnett National Creative Director
Sachin Kamble Leo Burnett National Creative Director
Vikram Pandey Leo Burnett National Creative Director
Farhan Shaikh Leo Burnett Creative Director
Devang Patel Leo Burnett Creative Director
Namrata Mohindra Leo Burnett Copywriter
Gaurav Singh Leo Burnett Editor
Maninder Bali Leo Burnett Executive Vice President
Pooja Rawat Leo Burnett Vice president
Siddhart Kunkunkar Leo Burnett Brand services partner
Kshitij Karla Leo Burnett Brand services associate

Why is this work relevant for PR?

'My Big Ganesha' was conceptualised at an opportunity when all other automobile brands chose to stay quiet. It was Jeep and its 'Go anywhere, do anything' philosophy that motivated us to do something larger than life and have the biggest and safest celebration of India in 2020. We created a 162-foot long Ganesha with 122 Jeep Compass SUVs, gaining 100% positive brand sentiment and becoming the most talked about brand during the festival while spreading joy during the lockdown when Indians needed it the most.

Background

Situation- In 2020, one of India's biggest festivals Ganesh Chaturthi- the pride and joy of Maharashtra, was limited in scope and scale for everyone's safety during the Covid-19 lockdown. With the government restricting the celebrations by limiting the height of Ganesha idols to 4 feet, most of the gigantic Ganesha installations would be missing this year. Brief- A message of support, light and hope to the community that was really missing the festivities during Ganesh Chaturthi this year. Objectives- Create buzz using the festival in social media and PR. Adhere to the government guidelines. Spread festive cheer and positivity.

Describe the creative idea (20% of vote)

To make the biggest Ganesha idol on the ground, while following all Covid-19 safety guidelines. Assembling 122 Jeep Compass SUVs, over 48 hours into the shape of the Hindu god- Ganesha, whose birth is celebrated every year during the Ganesh Chaturthi festival in India. Resulting in a spectacle that was 162 feet long, 185 feet wide, all while smartly navigating the restrictions to give Indians the biggest celebration possible. Making Indians feel the same energy, spirit and positivity they feel each year as they watched the formation of the biggest Ganesha of 2020 on all our social media platforms, from the safety of their houses.

Describe the PR strategy (30% of vote)

Target Audience- Indians active on social media between the ages of 15-65 Approach- Create something with the capability to go viral and get noticed by publications and blogs, using the festival of Ganesh Chaturthi to connect with the local audience, while sticking to an almost-zero budget.

Describe the PR execution (20% of vote)

While 4 feet might be the vertical height restriction for Ganesha idols, we asked ourselves what if we push the limit horizontally? That's exactly what we did by assembling 122 Jeep Compass SUVs in an open ground to help Indians safely celebrate Ganesh Chaturthi, with the grand scale they are accustomed to. A 162-foot-long Ganesh was not only the largest on-ground formation of Ganesh this year, but was also be the first-ever Ganesh created with SUVs. Practising social distancing, we created a spectacle for Indians to marvel at and share as a greeting with their friends and family.

List the results (30% of vote)

Tier 1 - The activity got picked up by multiple news and media channels. We accumulated 5 million+ views in a matter of days and a total of Rs. 1 million+ in PR coverage value. All while keeping our media expenditure at zero. Tier 2- The target audience was Indians who celebrate Ganesh Chaturthi more specifically Maharashtrians. It was Indians and their love for the god Ganesha that spread our video like wildfire in WhatsApp forwards and festive greetings. Bringing a glimmer of hope at a time when Indians were restricted from celebrating. Tier 3- We generated 100% positive sentiment for the brand during the festival.

Please tell us about the cultural insight that inspired the work

One of India’s biggest festivals fell during the Covid-19 lockdown of 2020. Typically marked by gigantic Ganpati idols, never-ending crowds and weeks of celebrations, the Ganesh Chaturthi festivities were sure to be hampered. Jeep wanted to take the opportunity to lift the spirits of the people and connect with the local audience. We managed to pull off a feat worth celebrating, all while following the rules and safety procedures. Allowing us to give people a grand celebration on the scale they are accustomed to.

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