Client Brief
A widely known tradition during Ganesha's farewell is whispering your wishes in his ear. However, we decided to give him a break this time. We used Ganesha's most trusted friend and vehicle - the Mushak - as a mascot and messenger on social media to drive engagement with the audience. With #MessagesWithMushak, we aimed at recreating the tradition of whispering wishes to Mushak using digital integration.
Idea
Using social media's power of penetration, we recreated the old age tradition of whispering wishes to Ganesha's vahana, Mushak. We tapped on to the digital aspect to come up with a better, easy and efficient medium for the audience to connect with Mushak.
Execution
In a market cluttered with ads focussed on Ganesh Chaturthi offers, our objective was to stand out and weave a fun-filled engagement campaign to give Ganesha a break. The objective was to engage the audience during the occasion of Ganesh Chathurthi to drive brand salience during the festive period. With #MessagesThroughMushak, we made people use the voice recording feature on Instagram. To add to the fun, we made Mushak respond to all the wishes sent by the users in a quirky Bollywood style.
Result
We received over 3500 wishes, our share of voice skyrocketed to 71%, taking our follower base up to 2000 in just 10 days. We left a lasting impression on more than 4,70, 820 hearts.
