The festival of Ganesha (Ganesh Utsav in Hindi) is celebrated in India with pomp. Unfortunately, after the celebrations, over 1 million Ganesha idols are immersed in water bodies across India. Worse, about 90% of them are made by using Plaster of Paris (PoP). This leaves tonnes of residue that increases heavy metal content in water bodies by 100 times.
Vodafone partnered with National Chemical Laboratory to create novel eco-friendly ponds, where the idols can be immersed with zero impact on the environment.
On the eve of the 125th anniversary of Ganesh Utsav celebrations in Pune, the PR firm created an exhaustive outreach programme, involving housing societies in the city, media, hybrid influencers, and sensitised them about Vodafone’s eco-friendly efforts. The campaign was driven via billboards, specially-designed listicles, infographics, social media posts, videos, memes, GIFs and images.
Our media outreach generated more than 40 impressions in English, Hindi and Marathi, reaching an estimated 10 crore people. Pune residents, motivated by our efforts, immersed more than 3,100 idols in the eco-friendly ponds. We reached out to 15 million individuals through social media campaign. More than 13 tonnes of PoP were recycled into 100,000 litres of fertiliser, subsequently distributed among farmers