Social media campaign for FMCG client

  • Slide 1

#BappachiDiary – See Ganpati Bappa’s journey through his perspective

After completing two successful social media campaigns for Sunrich Refined Sunflower Oil in South India during Woman’s day and Onam, Phonethics was asked to design a campaign for Maharashtra and Karnataka specific to Ganesh Chaturthi. The joyous festival is celebrated on a grand scale in Mumbai. The team designed a campaign that struck a cord and gave the audience an enthralling experience.

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The central idea:

Every year, Lord Ganesha (or Bappa, as he is lovingly called) pays a ten-day visit to his devotees bringing prosperity and good fortunes to their homes. Everyone knows about the celebrations and rituals that happen during these 10 days.

The challenge was to create an unforgettable and unique experience for the audience. The team decided to look at the campaign from a different perspective: Bappa’s perspective!

For the Sunrich community, the team explored Bappa’s stay in Mumbai from his perspective and documented it in the form of images, videos, and observations creating a travelogue of sorts. In this travelogue, Bappa talked about a range of things from his welcome to the metro travel and celebrations to food and entertainment.  It was named ‘Bappachi Diary’.

As Bappa updated events from his sojourn, he also asked the Sunrich community to share their experiences with him. They did this by sharing images and comments on Sunrich’s Facebook page.


The Shoot

It started with the search to find the Ganpati idol that looks perfect for the shoot from Bappa’s perspective: iconic ears, turban, lotus in the hands and mesmerizing eyes. After getting the idol, the team at Phonethics planned out the shoot at various iconic location across Mumbai.

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Shoot: BappachiDiary

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Shoot: BappachiDiary

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Shoot: BappachiDIary


Teaser Post:

The campaign rolled out in the form of a story that started with two teaser posts on the social media page and instagram. The teaser posts were made to give the audience a subtle idea about Bappa’s visit and to create some excitement!

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Teaser: BappachiDIary



Bappa arrived and had a great time at Marine drive in the morning. This is how the audience got to see Bappa for the first time.

For the next ten days, he traveled in Metro,enjoyed a breezy cab ride at the sea link. He managed to skip the traffic by traveling in Mumbai local but was not able to skip the traffic while being in an Auto 😉

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Bappa in Mumbai Local


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Bappa in Auto

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BappachiDiary: Cab ride


To complete all the aspects of Ganesha Chaturthi the team also shot at various pandals and at the most prominent one – Lalbaugcha Raja.

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At Lalbaugcha Raja


WOW moments!

The devotees were surprised when they received a reply of their problem/concern from Bappa’s perspective – an image of Bappa with a short message.


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Bappa’s reply


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Bappa’s reply


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Bappa’s reply



The results of the campaign were much better than the expectations. The campaign went viral reaching over 1.7 Million Facebook users in Maharashtra (3 cities) and Karnataka.  More than 300 devotees shared images of their Ganpati and celebration. Thousands of video views, likes, use of #BappachiDiary and positive response from the audience on the Facebook page.

The campaign ended with a video featuring all the clips of Bappa’s travel during these 10 days.


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