Use of Events
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 10 day long Ganesha Festival. And to find a solution for the same
Scale & Location
 Location/Platform: The unique Ganesha fish friendly idol was created for the 10 day long Ganesha Festival. And was introduced the idea on FB with a hashtag #GodSaveThe Ocean.
Mainly done in Mumbai and in parts of Maharashtra. Awareness and support came from corners of the country and the world with tweets, shares, comments & conversations.
Cultural Context
 Location/Platform: The unique Ganesha fish friendly idol was created for the 10 day long Ganesha Festival. And was introduced the idea on FB with a hashtag #GodSaveThe Ocean.
Mainly done in Mumbai and in parts of Maharashtra. Awareness and support came from corners of the country and the world with tweets, shares, comments & conversations.
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 that went viral instantly, reaching 12.8 million people. And demand was overwhelming. The hashtag became the top trending topic. Celebrities tweeted & spread the word.Covered by newspapers & radio. Over 300,000 shares, 1000 conversations & comments on FB creating unparalleled support & awareness. All the idols were sold out.
Insights:
 We created unique fish friendly idols & we introduced the idea with a poster on FB & a hashtag, #GodSavetheOcean that went viral instantly, reaching 12.8 million people. And demand was overwhelming.Over 300,000 shares on FB. &1000 conversations & comments, creating unparalleled support & awareness. Covered extensively by the media. Zero media spends & all idols sold out.