Use Ganesh Utsav as a platform to highlight environmental issues on digital and promote a healthier lifestyle amongst Indians.
The Human Lens
Reliance Fresh has always upheld the values of leading a healthy lifestyle. But an evolving India has brought with itself a variety of issues such as smartphone addiction, food wastage, air pollution, garbage disposal, etc. that make our everyday lives unhealthy. So, we wanted to reach out to Indians across age-groups and bring these societal issues to their attention.
In Indian culture, Lord Ganesha is believed to be the destroyer of all evils. It is also believed that children are the closest to God, and their prayers are heard first. Keeping these two things in mind, we conceptualised a message for a healthier future through the ones who are going to live in it – the children themselves.
How We Shaped Behaviour
We started by highlighting pressing environmental issues on social media to generate conversation around them. Then, we created and released a 21st century rendition of the most popular Ganesh avahan (prayer), sung by children. The avahan highlights the issues our society is facing as well as asking Lord Ganesha to give us the strength to defeat these evils. It was intended both as a prayer to Lord Ganesha and a message to consumers to provoke them into action.
The Success Story
A post campaign brand study revealed that we achieved:
Rs 40 Lakhs
Earned media value
Reach on social media
Views on social media