My Organic Earth turns faith into a sustainable farm solution with ‘Vighnaharta’

In rural India, where farming and faith are deeply intertwined, organic foods brand My Organic Earth- a brand from VJ Organic Farms, has launched an unusual grassroots initiative that blends cultural symbolism with organic pest control. 

In February 2026, the organic food brand introduced ‘Vighnaharta – The Guarding Ganesha,’ a specially crafted ten-inch Lord Ganesha idol designed to help farmers naturally repel rodents from farms and storage spaces. The initiative was rolled out across Hadoli village in Latur, Maharashtra, reaching the brand’s growing network of more than 200 organic farmers. 

While not a conventional OOH campaign, the activity operated through physical presence, community engagement, and symbolic visibility within real agricultural environments, turning the idol itself into a medium of communication, protection, and brand recall. 

The insight behind the initiative stems from a major agricultural challenge in India. With nearly one-third of the world’s rat population living in the country, rodents destroy millions of tons of food grain every year, severely impacting farmers and storage systems. Instead of relying on poison or chemical repellents, My Organic Earth approached the issue through a culturally rooted and organic intervention. 

The idols were created using clay, mud, and sawdust, and infused with natural ingredients including chilli, clove, pepper, neem, citronella, eucalyptus oil, onion, garlic, ginger extracts, and a blend of additional herbs. These ingredients emit strong aromas that naturally repel rodents without harming them. 

Positioned as “Vighnaharta,” one of Lord Ganesha’s most revered forms symbolising the remover of obstacles, the activation connected directly with local belief systems while solving a real-world farming problem. The idols were distributed free of cost across the farming community, creating repeated visibility for the brand at the ground level. 

Rodent activity in farms and storage facilities dropped significantly. As the threat diminished and confidence grew, many more farmers joined the organic community. The brand now plans to expand this initiative to a larger farming network, incorporating more potent natural ingredients such as Gliricidia sepium plant extract in the next phase.  

“When the core of a brand is so meaningful and purposeful, it becomes easy to tell its story. If their organic farming community doesn’t grow, their business won’t grow, it’s that simple. That’s why we decided to address their pain point through a thoughtful cultural insight,” said Santosh Padhi (Paddy) Founder & Chief Creative Officer INTO Creative. 

“There are rat poisons (rodenticides) available in the market that are highly toxic to humans, pets, livestock, and wildlife, posing serious risks in both agricultural and residential environments. Our ‘Vighnaharta’ initiative represents more than just a product; it embodies our belief that organic agricultural innovation must protect three interconnected pillars: farmers, consumers, and the ecosystem. Through this initiative, we aim to contribute to reduced crop losses, promote sustainable farming practices, strengthen farmer resilience, and support long-term environmental health,” shared Vasant Jante, Founder, VJ Organic Farms.