Mumbai: Cholayil’s ayurvedic brand Medimix came up with a novel initiative to celebrate Ganesh Utsav in an eco-friendly way this year. In order to educate people and inculcate in them a sense of responsibility towards the environment, the brand carved Ganesha idols on the Medimix soap.
The campaign was conceptualised by Grapes Digital and renowned voice-over artist Ninad Kamat lent his voice to the video.
In limited series production, Medimix provided more than 500 such Ganesha idols for the festival on a first come first serve basis. After carrying out the ritual worship, the idols were immersed in a bowl. Many people posted photos and videos on social media platforms to share how they switched to an eco-friendly Ganesha with the help of Medimix soap.
“With the campaign, we want to make people aware that there are more sustainable ways of celebrating the festival. There is a need to foster a love for the environment," said Cholayil head of marketing Ashish Ohlyan. "We want to encourage people to switch to nature-friendly options for a better future while relishing the festivities."
Speaking about the campaign, Grapes Digital national business head Rajeesh Rajagopalan said the immersed idol can be further reused for washing hands. “In many states, the government has imposed restrictions in the lieu of pandemic which is need of the hour. We wanted to create something that consumers can easily switch to and celebrate the festival with utmost happiness. Hence, we created this campaign for the brand," he added.