Festivals are all about bringing people together and celebrating moments of sheer joy. Ganesh Chaturthi is one such occasion where brands get to highlight this aspect and embark on a journey of solidarity with the people.
Speaking of the brands, one renowned herbal toothpaste brand, Dabur Meswak created a campaign for this special occasion wherein the sacred grace of Vighnaharta is highlighted.
The brand created an awe-inspiring campaign, promoted under #MyGanpatiMoment, where Dabur Meswak created one of the largest digital Ganpati murals.
Speaking on the campaign launch, Unmisha Bhatt, Chief Strategy Officer, Tonic Worldwide, said, “After 2 years of the pandemic, people are looking forward to all the celebrations and we wanted to encourage people to virtually come together irrespective of wherever they are, to commemorate and celebrate and bring positivity around. The ambition is also to make this the largest co-curated Virtual Idol so that maximum people come together. Hoping to see some interesting entries coming in.”
This special campaign invited engagement from the viewers by asking people to share pictures of their Ganpati celebrations and memories during the 10-day Ganpati period across Facebook and Instagram.
The digital campaign enabled these entries to be pulled into a digital collage on a microsite in real time and attempted to form the largest co-curated virtual statue/image of Lord Ganesha from users experiences.
The idea of having the biggest virtual image of the Lord enticed more and more participation from the audience, thus boosting the campaign’s reach.
Mr Harkawal Singh, Head of Marketing-Oral Care, Dabur India Ltd, said: “Dabur Meswak is celebrating the occasion of Ganesh Chaturthi with the launch of its digital initiative to bring people together in making the Largest Ever Collage of Lord Ganesha. Dabur Meswak, a natural rare toothpaste which stands for overall oral care protection for the family, wishes to enable people to enjoy all festivities by keeping their smiles bright & intact.”
The ongoing campaign is already up to a great start and is making better use of the platform to unite in a time of celebration and manifest the beauty of traditions through a digital medium.