SURF EXCEL ECO-FRIENDLY GANAPATI- CONNECTING GOD WITH HIS CREATION by Mindshare Mumbai for Surf Excel

Adsarchive » Promo , Case study » Surf Excel » SURF EXCEL ECO-FRIENDLY GANAPATI- CONNECTING GOD WITH HIS CREATION

SURF EXCEL ECO-FRIENDLY GANAPATI- CONNECTING GOD WITH HIS CREATION

Pin to Collection
Add a note
Industry Washing powders & Detergents, Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market India
Agency Mindshare Mumbai
Director Saumya Agarwal
Released February 2013

Credits & Description

Advertiser: HINDUSTAN UNILEVER
Agency: MINDSHARE
Category: Charities, Public Health & Safety, Public Awareness Messages
Manager: Radhika Radia (Mindshare)
Manager: Deepa Raghuraman (Mindshare)
Senior Director: Nilanjan Bhattacharya (Mindshare)
Senior Director: Prasad Kajale (Mindshare)
Senior Director: Rajesh Rao (Mindshare)
Senior Director: Rekha Mahendra (Mindshare)
Director: Saumya Agarwal (Mindshare)

Execution
While Plaster of Paris does not dissolve, clay does. The activation began with holding workshops for children across the state where they were encouraged to make eco-friendly clay idols. We conducted these workshops across 22 centers in 14 cities simultaneously, just one week before the festival.We educated children about environmental issues via on-campus pottery workshops at local schools. Children got their hands dirty and made their own Ganapati idols from clay. It was heart-warming to see mothers and their children teaming up to try this for the first time - and associate it with a festival they have grown up celebrating every year.We drew our audience’s attention to these workshops via multiple media platforms including call-for-participation advertisements and editorials. We used publications belonging to the largest regional media group (print and online), the local state news TV channel (which boasts over 20 million viewers), and the Surf Excel Facebook page (with a fan base of over 1 million).

Effectiveness
We replaced 10,000 insoluble idols with clay versions and inspired one million people to participate and contribute.Key brand health parameters:• ‘Help you do your bit for the environment’ : up from 44 to 53 points • ‘Understand that getting Dirty is a positive part of Life’ : up from 55 to 63 points • ‘Mother’s belief that kids develop best when they're free to get dirty’ : up from 53 to 62 points• We also generated over 72,000 Likes on Facebook for the event, with 2500 comment and 16,000 shares.

Strategy
The Indian state of Maharashtra celebrates one of India’s biggest annual festivals, ‘Ganapati Chaturthi,’with unbounded enthusiasm. People parade down the streets chanting and beating drums, shouldering large idols of the elephant God Ganapati: the remover of obstacles. The ritual involves the immersion of these idols in the sea - a way of seeing Him off on a pilgrimage. Unfortunately, worshippers were also seeing off a very important part of the environment as well. Over 600,000 idols made from non-biodegradable material were being immersed annually. These idols pollute the marine and cause environmental harm to human and marine life.Surf stepped in to clean up the mess: their “dirt is good” motto encourages kids to learn new things by getting down and dirty with the real world. Surf has historically enjoyed the loyalty of modern young urban women with kids aged between 6-14 years.We leveraged Ganapati Chaturthi to further “dirt is good” message, whilst making a meaningful contribution to society.