Pidlilite's famous brand, Fevicol Marine came up with an initiative to highlight the product's main feature - sustenance even in water, during a campaign rolled out in Mumbai during Ganesh Chaturthi.

Pidilite's Team along with Madison MOMS team came up with an initiative related to the safety of the devotees who are involved with the ritual of the Visarjan, or immersing the idols of the Lord Ganesh in the Arabian Sea.

The immersion takes place during the 2nd, 5th, 7th & 11th days in Mumbai during Ganesh Chaturthi. On these days, Pidilite's Fevicol Marine branded life jackets were distributed to the devotees who take the responsibility for immersing the idols of Lord Ganesh at major spots in Mumbai like Girgaon Chowpatty, Juhu Beach, Shivaji Park and Versova Beach. The striking orange colour of the life jacket with prominent Fevicol Marine's logo and tagline "Wohi Majbut Jodd Pani Mein Bhi” was impactful throughout the celebration.

The product attribute of sustaining in water on the media - Life Jacket, which does prevents anyone from drowning during the Ganesh Chaturthi Visarjan celebration was a hit with the Mumbai devotees.

The Mumbai Visarjan Associates at all the locations gave a positive response about the initiative, as safety is vital during such chaotic moments during the festival.