Orchard Advertising creates a platform to showcase the security and reliability provided by Godrej Home Safes in Mumbai’s Lalbaug Cha Raja during the Ganesh Chaturthi festivities
BestMediaInfo Bureau | Mumbai | September 10, 2014
During the Ganesh Chaturthi festivities, devotees of Lalbaug Cha Raja were in for a surprise as they found all their precious offerings to God protected in the safes manufactured by Godrej Security Solutions. Every year, the Lalbaug Cha Raja Mandal had been using steel boxes to collect offerings and donations, which are not very reliable and safe. Orchard Advertising devised an idea to safeguard the valuables offered to the deity through this initiative and demonstrated the usefulness, relevance and features of the product.
The safes were placed at strategic locations inside the pandal, including the main stage, in a way that visitors not only saw the safe, but also interacted with it while placing their donations inside it.
Vandana Verma, VP, Experiential Marketing, Orchard Advertising, said, “Lalbaug attracts 20 to 30 million visitors on an average. They come from different strata of society and spend between seven to 10 hours, on an average, waiting to worship the Lord in the pandal. This presented a brilliant opportunity to communicate to consumers the need to keep one’s valuables in a reliable and trustworthy place, like those provided by the safes that Godrej Safety Solutions manufactures. The trust that the Godrej brand enjoys is well-known and this great gathering was appropriate to reinforce the message.”
Mehernosh Pithawalla, Marketing Head, Godrej Security Solutions, said, "Popular Mandals like Lalbaug witness millions of devotees every year, due to which huge donations are collected. We used specially designed Godrej Matrix safes as the donation boxes or ‘daanpetis’ for the Lalbaug Cha Raja. We wanted to create awareness among the devotees about safeguarding one’s valuables in reliable safes, instead of steel boxes, by placing our burglar-resista
Agency: Orchard Advertising
Brand Partner: Hakim Suwasrawala
Vice-Presidents: Sandesh Shetty, Vandana Verma Brand Partner: Ameya Mohnane