OGILVY & MATHER MUMBAI, Mumbai / SPROUTS ENVIRONMENTAL TRUST / 2016
The idea: Fish friendly Ganesha idols.
We created unique fish friendly Ganesha idols made from vegetarian food ingredients like soya, wheat, spinach and corn, all that the fish can consume and we painted them with natural food colours, like fuller’s earth, turmeric and earth colour.
All this was encased in a river clay mould. Since huge idols cause more damage, we reduced the size to just 9inches. The idol's outer river clay coating was designed to dissolve in just 4 hours, leaving the rest for the fish to enjoy.
For over a year, we researched and developed our idea to perfect it. We painstakingly handcrafted each piece with the help of Ganesha idol makers and sculptors.
We introduced the idea on Facebook with a simple poster and
the hashtag #GodSaveTheOcean.
These fish friendly Ganesha idols were made for the 10 day long festival that happens every year. On immersion day the idol would be immersed in the sea.
Once immersed the outer river clay coating was designed to dissolve in under 4 hours, leaving the contents to be consumed by the hungry fish.
People are really passionate about their Ganesha idols. So we had to make the idols appealing and graceful. And of course, now it we also made it safe for the ocean and its creatures.
Once we introduced this unique product idea with a poster on Facebook and a hashtag, #GodSaveTheOcean, it went viral instantly, reaching 12.8 million people. And demand was overwhelming. All the idols were sold out. The hashtag became the top trending topic. People loved the idea and couldn't stop sharing. Celebrities tweeted on their own. It was covered by newspapers and radio. Huffington Post, International Business Times, Times of India... just to name a few. Over 300,000 shares on Facebook, 1000 conversations and comments, creating unparalleled support and awareness.
Most importantly more people became more and more aware that we needed to protect the environment.
We hope in the years to come the celebrations are not only for the humans but also the fish.