MUMBAI CITIZENS FOR PEACE Promo, Case study SILENT GANESHA by J. Walter Thompson Mumbai


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Industry Environmental & Animal Issues
Media Promo & PR, Case study
Market India
Agency J. Walter Thompson Mumbai
Executive Creative Director Tista Sen
Creative Director Steve Priya
Art Director Steve Priya, Bhupendra Gosai
Copywriter Jigar Fernandes, Steve Priya, Anshul Sharma
Photographer Sandesh Mangaonkar, Vidhi Shah
Released September 2009

Credits & Description

Category: Best Localisation Campaign
Date of First Appearance: Sep 3 2009 12:00AM
Entrant Company: JWT INDIA, Mumbai, INDIA
Executive Creative Director: Tista Sen (JWT)
Creative Director: Steve Priya (JWT)
Copywriter: Steve Priya (JWT)
Copywriter: Bhupendra Gosai (JWT)
Copywriter: Anshul Sharma (JWT)
Copywriter: Jigar Fernandes (JWT)
Art Director: Steve Priya (JWT)
Art Director: Bhupendra Gosai (JWT)
Art Director: Vidhi Shah (JWT)
Photographer: Vidhi Shah (JWT)
Photographer: Sandesh Mangaonkar (JWT)
Planner: Sushobhan Mukherjee (JWT)
Audio Visual Manager: Asmit Chachad (JWT)
Media placement: Out of home, Experiential Media - Streets of Mumbai city, including its principal beach, Chowpatty. - 03/09/2009

Results and Effectiveness
We touched the hearts, minds and lives of around 2 million people who participated in the Ganesh Visarjan - Mumbai, Sept. 2009. In just 12 hours we had 273 housing societies signing up to participate and celebrate Ganesh Visarjan in a silent and peaceful way in Sept 2010! Five leading English & 9 language newspapers, along with local news channels & radio helped multiply the audience to over 6 million. One day, enormous OTS, massive awareness, plus pledges to change behaviour by being mindful to the needs of others: all this done without a single devotee being offended by the message given!

Creative Execution
A potent mix – the most credible source, Ganesha himself, demonstrating the impact of noise pollution to over 2 million fanatical devotees. We built a special Ganesha idol. It was custom-made to show that even the Lord says ‘NO to noise’. Of His four arms, two were sculpted showing Him covering His ears. We took our special Ganesha in procession through the festive streets. The same fervour, sans loud music, drums or noisy crackers. It was just joy, love and devotion for the Lord without the decibel monster. A caravan of silence in the midst of a noisy city attracts attention for sure. Our creative idea was thus concept, execution and media transmission rolled into one SILENT yet potent mix.

Insights, Strategy & the Idea
Ganesh Visarjan, Mumbai’s signature festival, where devotees immerse idols after 14 days of worship is also its noisiest day. It also offers an amazing media corridor: millions thronging thoroughfares & open to social messages. Our cultural insight helped us craft a message direct from the heavens to reduce noise.