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How brands seek Bappa’s blessings, Marketing & Advertising News, ET BrandEquity

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<p>Lord Ganesh (source: Getty Images)</p>
Lord Ganesh (source: Getty Images)

Being a Mumbai girl, growing up in the city witnessing public Ganesh pandals in every locality, I could never ignore the splendour and gaiety of Ganesh Chaturthi.

Preparations for this sacred festival begin months in advance and on the actual day of the festival beautifully crafted statues of Ganesh are placed on raised platforms in homes or in decorated outdoor podiums for people to view and worship.

This year, brands offered their shodashopachara to the Lord with endearing messages and marketing strategies to our screens.

Here’s ETBrandEquity’s compilation featuring some of the topical ads featuring Lord Ganesh.

MG Motors

Morris Garages celebrated the festival with #OurEverydayVignaharta on Ganesh Chaturthi. In the hustle and bustle of our daily lives, we often turn to Lord Ganesh, the Vignaharta, the remover of obstacles. However, it is often our police force that consistently assists us in overcoming obstacles, especially on the roads.

The visuals captured traffic police officers in various scenarios, such as working bravely in heavy rain, navigating through chaotic traffic, and moments of joy captured through their smiles.

To infuse a festive touch, the video sets to the rhythmic beats of dhol tasha, the traditional drum and cymbal music that resonates with the spirited chant of Ganesh Chaturthi.

Pulse

Through an AI-driven video, DS Group’s Pulse paid their offerings with a fusion of tradition and technology. The brand pays tribute to the visionary leader Bal Gangadhar Tilak, who played a pivotal role in reviving the significance of Ganesh Chaturthi during the pre-independence era. This campaign takes us on a journey that portrays Tilak’s relentless efforts to unite people through this auspicious festival, reinvigorating patriotism and fostering a sense of togetherness. It sets an example of how modern technology can be harnessed. It reminds us that Ganesh Chaturthi is not just a festival.

Zomato

Zomato, known for its creative marketing, delivered a surprise for the festival. In their video, two siblings set off for Ganpati darshan, with the younger brother secretly worried about devouring all the modaks and facing his mother’s scolding. But as they reach the temple, the sister realises she forgot to buy modaks, and the brother exclaims, “Aise kese bhul gaye!” In a clever twist, the elder sister swiftly orders modaks via Zomato, and a Zomato delivery guy rushes to their rescue, ensuring that Lord Ganesh doesn’t miss out on his favourite treat.

Uber India

Uber India crafted a whimsical map featuring Lord Ganesh’s vahana, the rat, making its way towards us. The caption, “Aala re aala, Bappa aala!” echoed the excitement and joy associated with the arrival of Lord Ganesh. The brand’s imaginative portrayal not only celebrated the festival but also showcased their cultural sensitivity.

Parle Products

Parle Products, the biscuit brand, captured the entire spectrum of the festival, from the grand arrival of Lord Ganesh to the meticulous preparations, and the heartfelt departure. In their message, they stated, “Majestic festivals call for larger-than-life imagination and celebrations.

Myntra

Myntra, the online fashion retailer, showcased a father-daughter relationship in their Ganesh Chaturthi 2023 campaign. In the brand video, the daughter enthusiastically moulds a Ganesh idol, with her dress getting all muddy in the process. Witnessing her dedication, her father surprises her by gifting a brand new dress from Myntra, making her day even more special. This gesture not only celebrated the bond between a parent and child but also highlighted Myntra’s role in adding joy and convenience to our lives.

Pizza Hut

Pizza Hut blends traditional modaks with their signature pizzas to add fun and foodie twist to the celebration. It serves as a reminder that festivals are a time for creating memorable moments with loved ones.

McDonalds

McDonald’s, the global fast-food giant, incorporated their golden arches logo to form the shape of Lord Ganesh, symbolising the spirit of happiness and triumph over obstacles that the deity represents. This gesture reflected McDonald’s commitment to embracing cultural diversity and celebrating the essence of this beloved festival.

Tide

Tide India, the laundry detergent brand, added a twist to this Ganesh Chaturthi. Their wordplay emphasised the importance of spotless clothing as people prepare to seek Lord Ganesh’s blessings. It’s a reminder that Tide can help keep one’s clothes looking their best even during the festive season.

Burger King

Burger King, the fast-food chain, paid their tribute to Lord Ganesh by conveying their message: “The king of burgers bows to the lord of modak.” This play on words not only showcased their reverence for the deity but also added a touch of humour to the celebration.

Havells India

In the spirit of celebrating Ganesh Chaturthi, Havells India has rolled out its campaign #HavellsKeDeva. The brand has introduced an OOH campaign where 100 designer fans have been put together to bring alive a unique Lord Ganesh Idol. This hoarding aims to celebrate the joy and fervour of the Ganesh Chaturthi festival by combining art and technology, leaving viewers mesmerised with its grandeur and the visual appeal.

PayU India

PayU India quotes Ganpati Bappa, chief executive officer of Vighnaharta that said “Petition to make modaks the universal currency.” A petition that wouldn’t need one a second thought!

Swiggy

Swiggy’s Ganesh Chaturthi 2023 campaign had us saying “Ganpati Bappa Morya” with a twist. The brand’s animated video traced Lord Ganesh’s evolution from modak mischief-maker to modak-sharing guru, reminding us how we all grow in sweetness.

Akasa Air

The aviation company seeks skyful blessings from up above the sky to the world so high! The ad portrays clouds transformed as Lord Ganesh when viewed through the aircraft window. To celebrate the festival in feasty skies, the company’s Cafe Akasa included a festive medley of Khasta Kachori and spicy Ragada, accompanied by Sweet Potato chaat, classic Puran Poli Tart, and a choice of beverage on board.

Hdfc bank

Hdfc bank seeks offering from Bappa this Ganesh Chaturthi. The brand wishes that Lord Ganesh credits more happiness and debits all one’s worries. It suggests keeping one’s interest rising in aartis, modaks and celebration, and let good fortune compound in one’s life.

Hdfc bank’s simple yet sincere gesture reflects the essence of the festival, spreading good wishes and positive vibes to their audience. It’s a reminder of the significance of seeking Lord Ganesh’s blessings for a joyful and prosperous life.

From animated tales of modak-stealing deities to unexpected modak deliveries from Swiggy and heartfelt father-daughter moments courtesy of Myntra, brands didn’t just sell products; they sold smiles and stories.

As we bid adieu to Lord Ganesh for yet another year, let’s celebrate this festive marketing of the brands with digital and devotion. Ganpati Bappa Morya!

Amazon India launches pre-festive campaign ‘Khushiyan apno ki, aur apni bhi’

The campaign encourages customers to place equal importance on self-care alongside that of their loved ones, encouraging them to embrace self and celebrate ‘Me’ within ‘We’

Sidharth Malhotra and Kiara Advani unite for a stylish festive fiesta with Myntra

As part of this collaboration, Malhotra and Advani will feature in a series of festive ad films, where the couple will represent various categories as well as the offers during BFF. With a captivating presence that has charmed millions due to his flawless style and acting prowess, Malhotra’s appeal transcends various demographics, the company stated.

  • Published On Sep 23, 2023 at 07:54 AM IST

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