Innovations mark Ganesh Utsav this year
By Pray Jani - September 05, 2019
Brands get creative with their installations to engage audiences at Ganesh Utsav hubs
Ganesh Utsav becomes a highly competitive time for brands since pandals host about 10-20 brands and it becomes challenging to stand out in this clutter. More importantly, brands spend a fortune during this time to ensure good response.
To fight the competition and grab attention, brands rely on innovations and installations. Parle Agro, with the help of Coral Media, has installed a Ganesh idol made of Frooti tetra packs at Lalbaugcha Raja, where about 10 lakh worshipers come to visit. The installation is at 5 ft. height and the idol itself is 8 ft. tall.
Xiomi for its part has set up “I love Mi” selfie stand for worshipers to click selfies. The brand looks to drive social media attention from the OOH campaign. Digital screens promoting the new Redmi K20 Pro cell phone are also installed by Mi at eye level. Xiomi’s installations are placed both at the entrance and at the exit to maintain constant visibility.
TVS Apache and Hero cycles have installed product display units around the queues reaching up to the Ganesh Idol. The TVS Apache bikes are placed at 5 ft. height so as to be visible to the entire hall of worshipers, maintaining over 4-5 hours of visibility. Apart from these, Ching’s Secret has installed a huge model of their bottle of Schezwan Chutney flavour. The installation is placed at eye level so every passer-by can have a good look at it. Colgate too takes a step ahead and gives out samples of their latest flavour of toothpaste to the worshipers gathered outside the Lalbaugcha Raja.
Curry Roadcha Kaivari, another popular location, sees an exciting innovation of Ganesh made by Astral Pipes, joined together by Bondtight (adhesives of Astral Pipes). The installation was set up by Jaaguar Media Solutions within a period of 15 days. The 8 ft. by 10 ft. big installation is visible from over 50 metres’ distance. “We know that it is difficult to get a picture with the idol due all the chaos. So we installed this idol at the entrance of the pandal so people can capture their ultimate moment with a selfie next to Lord Ganesh,” said Ajay Patel, Partner, Jaaguar Media Solutions. With attractive lighting options, the installation becomes truly eye-catching.
With such unique initiatives, brands, alongside the agencies and media owners have installed innovations to stand out and simultaneously provide solutions in some form or the other.
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