Ganesh Chaturthi is one of the most widely celebrated festivals in the country. Inorbit malls tasked to come up with an engaging campaign that went beyond the topical social media creatives.
Idea behind ‘Mera Wala Bappa-’ The Eco-Friendly Ganesh Idol
People love decorating Ganesh idols beautifully for the festival. But the tradition of immersing the idols has been affecting the environment adversely for a long period of time. “Going green” is not only the mantra for today, but also the need of the hour. So, we came up with a campaign which wasn’t only engaging but promoted the environmental cause. By asking people to send us some interesting snapshots of their eco-friendly practices during the Ganesh festival, we would be talking directly to environmental concerns and encouraging people to go green at a time when they might be distracted with the festival noise.
Executing the Idea
The idea behind the campaign was simple – Share a picture with us showcasing eco-friendly decorations they have made for the Ganesh festival. Winners were awarded some interesting gift vouchers. This campaign was executed across the Facebook and Twitter pages for each of the 6 Inorbit malls. To gain a wider reach and visibility, we also engaged with popular groups and pages related to Ganesh Chaturthi. The campaign took place over a span of 3 days from 6-8 September 2016. Keeping consumer behaviour in mind, we decided to start the campaign from the second day of the festival as majority of the people would be busy bringing in Ganesh idols on the first day.
The campaign turned out to be a success with total impressions in excess of 6 lakhs and a reach out to more than 4 lakh people. We received overwhelming response to the campaign with people sharing their celebrations with us via social media. The campaign was instrumental in increasing footfalls to the malls. as well as drives a social message to the masses.