Creative Concepts
Cars24 drives Bappa Ki Savari into the heart of Ganesh Chaturthi
This Ganesh Chaturthi, Cars24 turned a car into more than a branded installation, bringing Bappa closer to devotees through an experiential OOH activation at Khetwadicha Raja that quickly became a crowd favourite.
If people are already going to Bappa with full emotion, why not become a small part of that journey? That thought came to life for Cars24 this Ganesh Chaturthi with ‘Bappa Ki Savari’, an experiential OOH activation created in collaboration with Khetwadicha Raja in Mumbai.
At the heart of the activation was a Cars24-branded car with Bappa seated behind the wheel, bringing together the brand’s mobility proposition and the spirit of the festival. The installation was designed not simply as a branded display, but as a space where devotees could stop, interact and capture a moment with Bappa.
The response went well beyond a conventional brand activation. On Day 1 itself, around 25,000 devotees became part of Bappa Ki Savari. Children came running towards the installation, families stopped for pictures and visitors gathered around the car to smile, wave, fold their hands and seek Bappa’s blessings.
In fact, the response became so overwhelming that the organiser team messaged the brand suggesting that the car might need to be removed, as the crowd around it was becoming difficult to manage. What was planned as a branded experience had, in a sense, taken on a life of its own.