MEDIMIX BRINGS GANESHA IDOL MADE OF SOAP FOR AN ECO-FRIENDLY GANESH CHATURTHI
Each soap was artistically hand-carved to
create an eco-friendly experience of celebrating Ganesh Chaturthi!
One of the most iconic Ayurvedic brands, Medimix under Cholayil Private
Limited has executed a novel initiative to celebrate Ganesh Utsav this year in
an eco-friendly way. To drive home a message of responsibility and safeguard
the environment, the brand has carved Ganesh Idol on Medimix Ayurvedic soap,
made of 18 herbs. The idea is to educate people and inculcate a sense of
responsibility towards the environment while following the traditions.
In limited series
production, Medimix provided more than 500 idols for the festival. The brand
asked the audience to DM their address for sending the idol on a first come
first serve basis. After receiving their idol, people performed all the puja
rituals and subsequently immersed the soap idol in a bowl. A lot of users
posted photos and videos on social media platforms exhibiting how they switched
to an eco-friendly Ganesha with the help of Medimix soap.
The brand endeavours to
encourage people to get closer to nature and celebrate the festival
responsibly. The soap idol was used as an alternative to normal idols that are
usually made from Plaster of Paris and are not eco-friendly at all; degrading
the quality of water bodies and affecting aquatic life. After the merriment is
over, the Medimix soap idol was immersed in water which was then used to wash
hands of the underprivileged giving them 99.99% germ protection, just like the
quality of ‘vighnaharta’. The campaign has been executed and conceptualized by
Grapes Digital.
Speaking on the campaign,
Ashish Ohlyan, Head of Marketing, Cholayil Pvt Ltd said, “With the campaign, we
want to make people aware that there are more sustainable ways of celebrating
the festival. There is a need to foster a love for the environment. Every year
with the onset of Ganesh Chaturthi, our hearts get filled with immense joy and
excitement, that exuberance and spirit is needed the most when we mark the end
of the festival. We want to encourage people to switch to nature friendly
options for a better future while relishing the festivities. Being one of the
largest ayurvedic brands, we’re doing our bit for the nature ".
Rajeesh Rajagopalan,
National Business Head- Grapes Digital said, “In many states, the govt has
imposed restrictions in the lieu of pandemic which is need of the hour.
However, we don’t want the festive spirit amongst people to be drowned out by
the pandemic. We wanted to create something that consumers can easily switch to
and celebrate the festival with utmost happiness. Hence, we created this
campaign for the brand. The best part of the campaign is that the immersed idol
will be further reused for washing hands".
The Medimix soap is
enriched with the unique combination of 18 ayurvedic herbs which helps in germ
protection and ensures that they are gentle and soft on the skin, leaving the
hand smelling fresh, soft and clean.
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