#BappachiDiary – Storytelling campaign on Facebook and Instagram
After two successful social media campaigns for Sunrich Refined Sunflower Oil in South India (during Women’s day and Onam), Phonethics was asked to design a campaign for Maharashtra and Karnataka for Ganesh Chaturthi.
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.
We decided to show the Sunrich community this festival through Lord Ganesha’s eyes.
We created a travelogue spanning ten days of the festival. Through videos and images shot at iconic locations in Mumbai, the Elephant Lord talked about a range of things from his welcome to travelling in the metro and celebrations to food and entertainment.
This audiovisual travelogue was posted on Instagram and Facebook. It was aptly named ‘Bappachi Diary’.
As the travelogue unfolded, the unusual images and quirky captions caught the imagination of social media users. People started sharing images of their own Ganesha idols, puja at home, and soon the Facebook page was filled with hundreds of comments from the community.
Behind The Scenes:
It started with the search to find the perfect Ganapati idol: iconic ears, lotus in one hand and mesmerizing eyes.
Imagine if the gods used social media! The campaign started with Lord Ganapati “updating his status” on Facebook and Instagram.
Marine Drive, Worli Sea Face, Borivali Fast train, Sea Link, and several other easily identifiable landmarks in Mumbai, we featured each one of them from a unique perspective.
People were surprised and delighted to receive a personal reply to their messages from Bappa.
The campaign went viral reaching over 3.1 Million Facebook users in Maharashtra and Karnataka. The campaign received more than 100,000 interactions in less than twelve days.
The campaign ended with a video featuring all the clips of Bappa’s travel during these 10 days.