| Direct Innovation |
| Client |
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Pune Municipal Corporation |
| Brand |
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PMC Care |
| Entrant |
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Setu Advertising |
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| Brief |
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Ganesh Utsav is the biggest festival celebrated in Pune where more than 5 lakh Ganesh idols are welcomed home. Over the years, the riverside ghats in Pune used for visarjan, don’t offer proper infrastructure for the pre-immersion pooja. People are forced to place the Ganesh idol on the ground – or at any available space – causing discomfort. Pune Municipal Corporation (PMC) sought a solution. |
| Cultural Context |
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Idols of Lord Ganesh that are placed on pedestals at home are subjected to unclean environments just before the immersion. This is damaging to the sanctity of the God and the traditions. |
Solution
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Placing the much-loved idols on ground or in unclean surroundings is damaging for the devotees’ faith and compromises the dignity of the idols. Additionally, it also poses an inconvenience for the elderly who are stressed physically due to lack of infrastructure at the immersion sites. |
