This Ganesh Chaturthi, fragrance brand Godrej aer unveiled a sensory journey for devotees at the famous Lalbaugcha Raja Ganpati pandal in Mumbai.
Lalbaugcha Raja witnesses close to 1.5 crore devotees each year with long waiting lines and large crowds. As devotees move towards the main darshan area, they will pass through a tunnel created by the Raja Sarvajanik Ganeshotsav Mandal (Mumbai) housing aer diffusers that release the scent of roses. Godrej aer also leveraged augmented reality-based photo stations that allow devotees to click an image where the Lalbaugcha Raja appears in the backdrop. Devotees need to capture their image, add the customised AR filter made by Godrej aer and get an exclusive picture with Lalbaugcha Raja.
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Shivam Singal, Category Head – Air Care and Hygiene, Godrej Consumer Products Ltd, said, “Festivals are high-usage occasion for categories like air fresheners. While we engage consumers through traditional marketing channels indoors during festivals, in line with our mission to build this category we wanted to create an immersive experience for them when they indulge in festivities outdoors. The introduction of AR powered photo stations and a floral tunnel will connect with our devotees in a fresh and exciting manner. Through this initiative, Godrej aer intends to revolutionise the way our brand engages with consumers, hoping that visitors will relish these experiences and leave with cherished memories.”
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