Background
Ganesh Chaturthi is probably one of the most celebrated festivals in India. To celebrate Ganesh Chaturthi, people buy Ganesha idols from the market. After the rituals, families and friends would come together to immerse the idols in water bodies.
The Insight
The threat of a third lockdown was still looming on one side and on the other side was the adverse impact of the immersion of Ganesh idols on the environment. The lockdown in 2020 saw subdued celebrations of Ganesh Chaturthi. With the easing of lockdown restrictions, people were expected to come out in large numbers to celebrate.
The Idea
We needed a solution that doesn’t compromise on the tradition, takes care of the environment as well as avoided large gatherings. We created Ganesha idols from Medimix soaps – that is made from 18 herbs. After completing all the rituals, the devotees can do home immersion and that soapy water can be used as handwash. The protection of Ganesha continues even after the immersion.
The Approach
We decided to celebrate Lord Ganesha in a unique way, while keeping the festival spirit alive. The size of the Ganesha idol is never a question, it is the devotion that matters. We got a sculptor who carved hundreds of idols from Medimix soaps. On our social channels we asked people to comment if they wanted an eco-friendly Ganesha idol. We received an overwhelming response and with all respects we hand-delivered the idols to those who requested. The devotees performed all their rituals with this 18-herb idol and even performed the immersion at home. The water turned into soapy water that could now be used as handwash. So Ganesh the Protector, protected the environment, society and health.
Campaign Name
Award Name
Eco-friendly Ganesh Chaturthi - Medimix
ET Brand Equity Shark Awards 2022