Why is this work relevant for Direct?

Ganesh Chaturthi is India's widely celebrated 10-day festival. Worshippers come together in large numbers to submerge his idols. But it’s not just the environment that suffers. In the middle of the Covid 19 pandemic, these gatherings could further spread infection. Medimix soaps wanted to find a solution for all these issues. So, we transformed our soap into Ganesha and hand-delivered it directly to 1000s of devotees before the Ganesh Chaturthi festival. It's the first time an 18-herb soap was carved into an eco-friendly idol. All the rituals were performed with these idols and immersed at home, not in the ocean.

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. The lockdown in 2020 saw subdued celebrations of Ganesh Chaturthi. 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 environment.

Describe the creative idea (30% 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 continues even after the immersion.

Describe the strategy (20% of vote)

People in India celebrate Ganesh Chaturthi by purchasing Ganesha idols made of gypsum plaster aka plaster of Paris. This material is non-biodegradable and known to cause severe impact on the marine environment. Studies have shown several significant impacts like steep rise in concentration of heavy metals, dissolved solids, and acid content, and a drop in dissolved oxygen. In addition, the threat of the infection spreading due to huge crowds was immense. We created a solution that not only took care of the environment but also avoided large gatherings and most importantly didn't compromise on the tradition. Ganesha was created from Medimix - a soap made from 18 herbs. Home immersion meant no environmental impact. The people didn't leave their homes so no spread of infection. In turn, it transformed into a hand wash that meant protection from germs.

Describe the execution (20% 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 (30% 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. 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 1000s of hand washes, which means a lesser risk of spreading the infection.

Please tell us about the social behaviour that inspired the work

People in India celebrate Ganesh Chaturthi by purchasing Ganesha idols made of gypsum plaster aka plaster of Paris. People don't care much about how it is affecting the environment. 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 environment. Medimix carved the Ganesha idols from its soaps that were made from 18 herbs. This way, the devotees didn't have to compromise on the tradition, took care of the environment as well as avoided large gatherings. It also started a conversation of using more eco-friendly alternatives during the festival.