Social media campaign for FMCG client

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#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.

Social media campaigns

#IAmTheSun campaign

Social media campaigns on festivals

Onam campaign

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.

The Campaign:

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.

Facebook campaigns in India

Preparing for the shoot

Amazing social media concept

Shoot in progress at Film City

Creative strategies for social media

Preparing for the shoot

Ganapati Arrives:

Imagine if the gods used social media! The campaign started with Lord Ganapati “updating his status” on Facebook and Instagram.

Viral Social Media campaigns

Teaser: BappachiDiary


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.

Amazing social media concepts

Bappa in Mumbai Local

Creative social media campaigns

Bappa in Auto

Campaigns in India on Facebook

BappachiDiary: Cab ride









Popular social media campaigns

At Lalbaugcha Raja









Personal touch:

People were surprised and delighted to receive a personal reply to their messages from Bappa.

Campaigns on Facebook in India during festivals

Bappa’s reply to Anahita


Organic social media cmapaigns

Bappa comforting Sonali


Innovative campaign ideas for social media

Bappa advocating eco-friendly Ganapati


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.


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