Like every year, brands too joined in the Ganesh Chaturthi festivities with campaigns and creatives. A few, however, stood up and talked about the conservation of nature and betterment of societal environment.
Best MediaInfo.com picked a few such interesting campaigns:
Aimed at reducing water pollution during the festivities, Truebil, a pre-owned car brand, launched #CoolGannu campaign, a sea-friendly initiative with ice sculptures of God Ganesha, on the occasion of Ganesh Chaturthi. The ice idols were gifted with every purchase from Truebil.
As part of the initiative, Truebil offered attractive little ice Ganeshas carved entirely by hand for every car purchased from the platform. The cute and quirky Ganesha figurines have a shelf life of 24 hours before they melt away, without leaving any tangible trace apart from the lingering good memories of the Vighnaharta’s presence.
This unique, thoughtful and priceless gifting option that also goes easy on the rivers then is the perfect solution to ensure celebrations do not become a source of grief for mother nature. Additionally, the ice Ganeshas come packaged in elegant and shapely thermal boxes so as to maximise their shelf life.
Reliance Fresh and Reliance Smart
Reliance Fresh and Smart, the supermarket brands from Reliance Retail, launched a new digital campaign #OhMyGanesha with the aim to sensitise and foster positive social impact/change on the occasion of Ganeshotsav. It shows kids praying to Lord Ganesha made with vegetables.
The digital video highlights modern day societal issues in the form of an Aavahan. Through this initiative, the brand is taking a thought leadership stance, bringing fresh thoughts, urging people to act smartly for a better future.
Now what is this new Aavahan all about?
Ganesha is known as ‘Vighnaharta’ or the destroyer of evils. This new GaneshaAavahan is a prayer to the Vighnaharta, alerting him about various modern issues such as pollution, smartphone addiction, garbage, food wastage, water wastage, etc.
To make this Aavahan contextual and relatable to the consumer, it has been written to a tune similar to the popular GaneshaAarti. This Aavahan is made into a digital video, where kids are singing it and highlighting social problems. Kids are an integral part of this campaign, since they have an inherent innocence that makes the most serious things seem simple.
Damodar Mall, Chief Executive Officer, Reliance Grocery Retail, said, “Supermarket brands like ours, with years of presence in neighbourhood, have become part of consumers daily routine. We are part of the community and their joys, celebrations and festivals that touch their lives. Such occasions present an opportunity for us to express and connect as community members.”
While we generally speak of celebrations when it comes to festivals, this initiative from Reliance Fresh and Reliance SMART is aimed at educating and sensitising consumers about everything they do and its impact. With such a unique stand taken by the brand, we expect to see a lot of heads turning, and a lot of eyeballs being grabbed!
Speaking about the campaign, Rajdeepak Das MD India & Chief Creative Officer Leo Burnett South Asia, said, “It is great that a brands like Reliance Fresh and Reliance SMART are taking a stand on important issues and using their platform to initiate conversations about relevant concerns. Ganeshotsav is a festival that is widely celebrated and the campaign takes a fresh approach with the modern day aarti, which is done by kids to draw everyone’s attention. We are sure that this campaign will do very well for the brand.”
A few more brands that became a part of the Ganesh Chaturthi celebrations.
Vodafone Eco Ponds
After a phenomenal response to the ‘Vodafone Eco Ponds’ initiative during Ganeshotsav 2017 and 2018, Vodafone Idea Limited is back with ‘Vodafone Eco Ponds’ 2019, for Punekars to bid good bye to Lord Ganesha in an eco-friendly way.
Ganesh Chaturthi is one of the most awaited festivals and is marked with the installation of the deity's idol at home and at elaborate pandals. Each year, over 75 lakh Ganesha idols made of Plaster of Paris, are immersed in water bodies in and around Pune at the end of the 11-day festival, contributing several environmental hazards. Immersion of idols generally made of Plaster of Paris (PoP), disturb the aquatic ecosystem and is a major cause of water pollution.
Now people are getting more aware of the adverse effects and have been looking to adopt solutions to prevent pollution while permitting them to continue with their social/religious practices.
‘Vodafone Eco Ponds’ initiative was born out of the determination to find an environment friendly solution that will preserve the sanctity surrounding Ganeshotsav and take the pressure off the natural water bodies. Conceived in partnership with the Pune Municipal Corporation (PMC) and National Chemical Laboratory (NCL), ‘Vodafone Eco Ponds’ in Pune have been used for immersing over 8,100 Ganesha idols, since Ganeshotsav 2017.
This year, Vodafone Idea Ltd. will set up eco-ponds at four Vodafone stores and will deploy promoters to facilitate the visarjan and monitor the activity. Additionally, two mobile eco-ponds will be sent out in the city for residents of Housing societies to carry out the visarjan in an eco-friendly way within their premises.
Commenting on the environment-friendly initiative, Rajendra Chourasia, Business Head – Maharashtra & Goa, Vodafone Idea Limited, said, “Ganeshotsav is one of the most celebrated festivals in Pune. As much as we enjoy celebrating the festival, we are aware of the impact the immersion of idols leaves on the environment. We are extremely happy to support PMC and NCL for the third consecutive year with our ‘Vodafone Eco-Ponds’ initiative to enable Punekars to give an environment-friendly farewell to their beloved Ganpati Bappa. On this occasion, I wish all our Vodafone Idea customers, a very happy and blessed Ganesh Chaturthi.”
Vodafone Eco Ponds’ will be available at Vodafone stores at Aundh Road, Kharadi, Wakdewadi, and NIBM Road. ‘Bappa’ devotees can also search for the closest ‘Vodafone Eco Pond’ by using Maps or dial 7391000000 for information on the locations.
‘Vodafone Eco Ponds’ have helped recycle 34 tons of PoP and generated 2.7 lakh litres of fertiliser in the last two years. This resource was subsequently distributed to farmers in Maharashtra for their fields.
92.7 Big FM is back again to celebrate the country’s most-loved deity, Lord Ganesha. The radio platform’s award- winning initiative, BIG Green Ganesha has from its very inception pressed on the need for environment conservation and sustenance. This year, they have devised a 360-degree plan to make sure the festival in reverence to the Elephant God is celebrated to the fullest with minimum damage to the ecosystem.
As a preview to the festivities, Big FM ran an on-air contest for a few weeks, the winners of which received a Tree Ganesha. To further encourage the audience to go green this Ganeshotsav, the beautiful Bollywood diva and avid environmentalist, Dia Mirza became a part of the celebrations where she gave away Tree Ganesha’s to the winners of this contest.
For the last 12 years, the radio channel has partnered with Mumbai’s biggest and most-adored Ganesh idol, the Lalbaughcha Raja. The initiative is Presented by Union Bank of India, Powered by Maharashtra Pollution Control Board, Co-powered by Green Land Farms along with Entertainment partner itsmajja.com and Spices partner Tata Sampann. The network started the festivities with a Facebook Live of the unveiling of the iconic idol at Lalbaug, followed by trivia questions and contests all through the day. The radio network also invites one and all to come visit their booth at the venue in Lalbaugh. All Mumbai radio jockeys including RJ Vrajesh Hirjee, RJ Rani, RJ Abhilash and RJ Dilip will be going on-air through the on-ground booth updating the devotees of the aartis and sharing insights of the grand festivities.
Speaking on the festivities of the season, a spokesperson from Big FM said, “BIG Green Ganesha is one of our longest running and most-successful campaigns. Through this initiative, we strive to make a difference towards building a better environment. Each year we aim to make the campaign larger and better and this year too we aim to maximise the use of eco-friendly Ganeshas. Our association with Lalbaughcha Raja helps deliver Bappa’s blessings to every household through the power of radio. From Live Aartis to traffic updates to listener conversations, to the importance of Ganpati’s 11 sutras, we have got it covered. We would like to thank our listeners who have made all of this possible and our brand partners who have trusted our concept by extending their valuable support.”
Further taking the campaign to another level, Big FM this year has also associated with Ramky Enviro Engineers Limited, a leading provider of comprehensive, environmental management services to widen the reach of eco-friendly Ganeshas. Over the past 10 days, a massive collection drive was organised by Ramky and BIG FM to collect old newspapers from the citizens of Hyderabad. Ramky unveiled the Ganesh Idol made of old newspapers, on the occasion of Ganesh Chaturthi in Next Galleria Mall, Punjagutta.
The radio network has been spreading awareness not only about eco-friendly idols, but about the significance of Ganeshotsav. RJ Sangram, in his morning show through a segment titled Swachetache Shree Ganesha, will be reiterating the Pune Municipal Corporation’s appeal to keep the city clean. Further, he will visit societies and survey them in the 10-day period of the festival. Pune is also celebrating Ganapati Ko Chadhava where all the Big FM RJs are requesting devotees to offer help to the needy in the form of books, clothes and food and change the ‘Dhun’ of offerings. These necessities will then be distributed by the Robinhood Army.
The 10-day festivities will come to an end after Anant Chaturdasi as followers of Lord Ganesha bid adieu to him. Post the immersion (visarjan), the beaches of Mumbai are usually littered with the remnants of the recently concluded festivities. Big FM, in association with Paa Foundation, will bring it upon themselves and conduct a beach clean-up drive at Girgaum Chowpatty. With a successful plan for the festivities, BIG FM once again cements its position as the flag bearer of changing perspectives and providing entertainment with purpose.