Reliance Fresh & Reliance SMARTA PRAYER FOR MODERN PROBLEMS
Award-winning festive strategy · Digital film · Concept development · Scriptwriting
Award-Winning Festive FilmThe official campaign, #OhMyGanesha, reimagined the traditional Ganesha Aavahan as a prayer addressing the obstacles of modern life.
01 / THE BRIEF
Reliance Fresh and Reliance SMART wanted to participate meaningfully in Ganesh Chaturthi, a celebration already crowded with conventional festive greetings. The challenge was to find a role for the brands that felt culturally relevant, socially meaningful and strong enough to earn attention beyond the festive moment.
02 / THE INSIGHT
Lord Ganesha is worshipped as Vighnaharta, the remover of obstacles. But the obstacles affecting everyday life had changed. Pollution, smartphone addiction, garbage, food waste and water waste were increasingly shaping the world children would inherit. This led to a simple reframing: what if the traditional prayer to the remover of obstacles spoke about the obstacles of modern life?
The ideaA prayer for modern problems.
03 / THE IDEA
A prayer for modern problems. The traditional Ganesha Aavahan was reimagined as a contemporary appeal from children to Lord Ganesha. Instead of asking for personal blessings, they asked him to help people overcome the behaviours harming their future, from wasting food and water to excessive phone use and environmental neglect. Children gave the message its emotional force. Their innocence made difficult social issues feel simple, immediate and difficult to ignore. The Aavahan was set to a familiar devotional rhythm and developed into a digital film. The published campaign was titled #OhMyGanesha.
04 / WHAT I CREATED
FROM INSIGHT TO SCRIPT
- →Reframing Vighnaharta around modern-day obstacles
- →Building the narrative around children speaking for their future
- →Developing the campaign concept
- →Writing the film script
- →Working with the creative and production teams to translate the idea into film
05 / THE RESPONSE
3M+ VIEWS
IN FIVE DAYS
AWARD-WINNING
DIGITAL FILM
MY CONTRIBUTION
INSIGHT · IDEA · SCRIPT
The familiar Aavahan format helped the film travel beyond branded feeds, including through peer-to-peer sharing on WhatsApp.
06 / RECOGNITION
AN IDEA THAT TRAVELLED AND WON The campaign was recognised at VDO.NXT Awards 2020 with: Silver, Brand Integration: Stand-Alone Bronze, Most Innovative Use of Social Media It also received recognition at the DIGIXX Awards 2021.
The work in motion