Herbal toothpaste brand Dabur Meswak has embarked upon a journey to bring people together in celebration and invoke the sacred grace of ‘Vighnaharta’ by creating the largest digital Ganpati mural with its #MyGanpatiMoment campaign.
Rising Star Awards 2022, Final deadline: September 9, 2022.
The campaign is conceptualised and executed by Tonic Worldwide.
The brand has invited people to share pictures of their Ganpati celebrations and memories during the 10-day Ganpati period across Facebook and Instagram. The digital campaign enables these entries to be pulled into a digital collage on a microsite in real time and attempts to form the largest co-curated virtual statue/image of Lord Ganesha from users’ experiences.
On the last day of Ganpati celebrations, all these pictures will come together in real-time in an attempt to form the biggest virtual image. The idea behind the campaign is to unite in a time of celebration and manifest the beauty of our traditions through the power of togetherness.
Unmisha Bhatt, Chief Strategy Officer, Tonic Worldwide, said, “After two years of the pandemic, people are looking forward to all the celebrations and we wanted to encourage people to virtually come together irrespective of wherever they are, to commemorate and celebrate and bring positivity around. The ambition is also to make this the largest co-curated virtual idol so that maximum people come together. Hoping to see some interesting entries coming in.”
Harkawal Singh, Head of Marketing-Oral Care, Dabur India, said, “Dabur Meswak is celebrating the occasion of Ganesh Chaturthi with the launch of its digital initiative to bring people together in making the Largest Ever Collage of Lord Ganesha. Dabur Meswak, a natural rare toothpaste which stands for overall oral care protection for the family, wishes to enable people to enjoy all festivities by keeping their smiles bright & intact.”
The campaign kickstarted on August 31 and will end on September 9.