Reliance Fresh, Reliance Smart usher in Ganesh Chaturthi with ‘Oh My Ganesha’
Reliance Fresh and Smart, parts of the grocery retail business at Reliance, have launched a new digital campaign around the occasion of Ganesh Chaturthi. Ganeshotsav is undoubtedly one of the most pompous and widely loved festivals across India. Streets are filled with reverberations of dhols, and devotees experience divinity bowing down to Ganesha idols, big and small. It’s a time for fun, food, frolic, celebration, and enjoyment.
Through the digital video ‘Oh My Ganesha’, the brand is trying to encourage people to take smaller steps for a better future.
This time around, Reliance Fresh and Smart have revisited the festival from an entirely different perspective. As the country is celebrating Ganesh Chaturthi from September 2, 2019 onward, Reliance Fresh and Smart are ushering in the festival in a thematic manner that highlights modern day societal issues in the form of an ‘Aavahan’. This campaign has been conceptualised and executed by Indigo Consulting and Leo Burnett India, and has garnered over 3 million views in just five days.
Ganesh is known as ‘Vighnaharta’ or the destroyer of evils. This new Ganesha Aavahan is a prayer from the people to the Vighnaharta, alerting him about various modern issues like pollution, smartphone addiction, garbage, food wastage, water wastage, etc.
To make this Aavahan contextual and relatable to the consumer, it has been written on the tune which is similar to Ganesha Aarti and turned into a digital video, where we see kids singing it while the problems are being highlighted one by one. Kids are an integral part of this campaign, since they have an inherent innocence that makes the most serious things simple. It is a video that will provoke people to think about how small steps taken now will make a better future.
Lalatendu Panda, Chief Marketing Officer, Reliance Retail Value Format (Reliance Fresh and Smart) says, “Brick and mortar supermarket brands like ours, with years of presence in consumers’ neighbourhood, have become part of their daily routine. We are part of the community and their joys, celebrations and festivals that touch their lives. Such occasions present an opportunity for us to speak to and connect with our consumers.”
The digital film speaks about the importance of celebrating Ganesha in an eco-friendly way. Through the film–a prayer for modern problems–Reliance Fresh stands for a larger cause where kids make the Ganpati idol with the help of fruits and vegetables and sing the aarti for a better world. It highlights everyday problems like pollution, food wastage, mobile addiction, etc motivates the audience to consider celebrating Ganesh Chaturthi with the same amount of gusto, but with a little more concern for the environment. The film also encourages the audience to take a pledge for a better tomorrow at www.ohmyganesha.in to bring about change. A reminder to take responsibility of giving the next generation a sustainable future. Extending the same thought on digital, audiences have also been asked to share their UGC entries of Eco-friendly Ganesha on Facebook, Instgaram and Twitter.
Speaking about the campaign, Prasanna Kulkarni, Head of Creative, Indigo Consulting, said, “Often, in the daily rut of life, we tend to overlook the fact that our everyday actions are adversely affecting our planet. But children, whose conscience is still devoid of any selfish notions, don’t fail to notice our deplorable ways with the environment. Thus, they make an Aavahan (invocation) to Ganesha, the lord of wisdom, and pray to bless mankind with good sense so we can collectively act for a better tomorrow. Through this film, we wanted to convey this simple yet powerful message to the audience.”