Background

Ganesh Chaturthi is probably one of the most celebrated festivals in India. To celebrate Ganesh Chaturthi, people buy Ganesha idols from the market. After the rituals, families and friends would come together to immerse the idols in water bodies. Every year, over 150,000 idols are immersed in Mumbai alone. With the easing of lockdown restrictions, people were expected to come out in large numbers to celebrate. The threat of a third lockdown was still looming on one side and on the other side was the adverse impact of the immersion of Ganesh idols on the marine environment. With a minimal budget of less than 4000 USD, we had to make a significant difference to the way people celebrate the festival without affecting the environment during the Covid-19 pandemic.

Describe the creative idea (40% of vote)

We needed a solution that doesn’t compromise on the tradition, takes care of the environment as well as avoided large gatherings. We created Ganesha idols from Medimix soaps – that are made from 18 herbs. After completing all the rituals, the devotees can do home immersion and that soapy water can be used as hand wash. The protection of Ganesha continued even after the immersion.

Describe the execution (40% of vote)

The client/agency decided to celebrate Lord Ganesha in a unique way, while keeping the festival spirit alive. The size of the Ganesha idol is never a question, it is the devotion that matters. We got a sculptor who carved thousands of idols from Medimix soaps. On our social channels we asked people to comment if they wanted an eco-friendly Ganesha idol. We received an overwhelming response and with all respects, we hand-delivered the idols to those who requested. The devotees performed all their rituals with this 18-herb idol and even performed the immersion at home. The water turned into soapy water that could now be used as hand wash. So Ganesha the Protector, protected the environment, society and health.

List the results (20% of vote)

These specially made idols were never meant for retail or sale at any supermarket or online store. So there was no direct impact on business revenue. It was distributed directly to the homes of devotees who requested on social channels to receive an idol. All the rituals were performed and followed with respect and devotion. From a numbers perspective, the campaign garnered 6.76 million impressions, a reach of 4.6 million and an overall 27,000 engagement.The 18 herbs idol achieved something which is beyond numbers. 1,000s lesser idols reached the ocean. Approx. 10,000 lesser people on the streets, and with 1000s of hand washes being made, which means a lesser risk of spreading the infection.