This year’s Ganesh Chaturthi festival was scaled down due to the pandemic. The height of the idol for public pandals was not to exceed four feet and physical distancing was compulsory. Despite all the restrictions, Jeep India and Leo Burnett decided to pay a tribute to Lord Ganesha in a unique way, keeping the spirit of the festival alive.
Staying true to the brand pillars of authenticity, passion, freedom and adventure, Jeep was paying homage to the idea of overcoming obstacles. The idea was to create a larger-than-life, ode to the ultimate remover of obstacles using Jeep Compass SUVs. To make this a one-of-a-kind initiative, 29,970 sq. ft. of space, 48+ hours, eight professional drivers were required. This would result in a 162 feet long, 185 feet wide, Ganesha made of 122 Jeep Compass SUVs!
Rahul Pansare, Head of Marketing and PR, FCA India, said, “Lord Ganesha symbolises the beginning of auspicious times, transcends class, age and social status. Ganesh Chaturthi is among the most loved and fervently celebrated festivals in India that brings people together, spreads positivity and imparts strength. We, at Jeep India, couldn’t bring ourselves to let this festival go without a celebration. We decided to do something adventurous but it had to be authentic; something that would touch peoples’ hearts, induce positive vibes and bring cheer. Making a 162-feet tall, 185-feet wide Lord Ganesh from 122 Jeep Compass SUVs was Jeep’s way to say that we can decimate every challenge if we channel our passion in the right direction. I was delighted to see our effort going viral on social media in no time!”
Rajdeepak Das, Managing Director India & Chief Creative Officer, Leo Burnett South Asia, said, “Lord Ganesha is known as a conquerer of all obstacles and this year even with all the restrictions, we wanted to create an act befitting to this deity’s eminence. Brand Jeep is known to take any challenges head on and our campaign does the same. Our endevour resulted in a one of its kind Ganesha Idol using 122 Jeep SUVs with the same scale of an idol in a pandal. This campaign is a perfect example of our humankind philosophy which revolves entirely around people and purpose.”
Built on more than 75 years of legendary heritage, Jeep is the authentic SUV with class-leading capability, craftsmanship and versatility for people who seek extraordinary journeys. The Jeep vehicle line-up in India consists of the Jeep Wrangler, Grand Cherokee and now the Jeep Compass.
Creative Agency: Leo Burnett
MD, India & CCO, South Asia, Leo Burnett: Rajdeepak Das
MD, India & CSO, South Asia, Leo Burnett: Dheeraj Sinha
National Creative Directors: Sachin Kamble, Prajato Guha Thakurta
Creative Directors: Devang Patel, Farhan Shaikh
Creative team: Pranav Sawant, Namrata Mohindra, Shreya Trivedi
Executive Vice-President: Maninder Bali
Vice-President: Pooja Rawat
Brand Services Partner: Siddharth Kunkunkar
Brand Services Associate: Kshitij Kalra, Karina Sethi
Vice-President Planning: Pooja Rawat
Brand Strategy Associate: Sneha Sadani
On-ground/activations agency: Arc Worldwide Mumbai
Head: Praveen Vadhera
Client Servicing: Sanober Qadari, Drashti Vora, Satya Iyer
Creative Team: Nitin Sharma, Rahul Kamath
Production House: Isana Productions
Director: Priyanka Narula
Executive Producer: Priyanka Narula