Direct Innovation
Awards
Client SPROUTS Environment Trust
Brand NGO
Agency Ogilvy & Mather
Brief To generate unprecedented awareness for the serious harm we put the ocean and its creatures through during the Ganesh Festival. And to find a solution for the same.
Cultural Context
 Ganesha idols are immersed in the sea every year. Most of these idols are made of toxic materials like Plaster of Paris, lead, zinc & mercury, which pollute the sea & kill the fish. There’s scarce knowledge, lack of viable non-toxic options & gross inertia among all.
We created 9 inch Ganesha idols from fish food, using vegetarian food ingredients, that the fish can consume & dissolves in 4 hours.
Solution
 We needed a solution that took care of tradition & the environment. Thus we created the fish friendly Ganesha idols, that the fish could consume. Since huge idols cause more damage, we reduced the size to just 9″. The idol’s outer river clay coating dissolves in just 4 hours, leaving the rest for the fish to enjoy.
And we introduced it the idea with a hashtag #GodSaveTheOcean to promote this.
Results
 We introduced the idea with a poster on FB & a hashtag, #GodSavetheOcean. It went viral instantly, reaching 12.8 million people. It became the top trending topic. And demand was overwhelming. Celebrities tweeted & spread the word. Was also covered by newspapers & radio. Over 300,000 shares on FB. & 1000 conversations & comments, creating unparalleled support & awareness. All the idols were sold out.