Mumbai : Madison Turnt, the experiential marketing specialist unit of Madison World, has just completed a project involving a Ganpatimade out of Alum, a water purifying agent for Lodha’s Palava. The ganpati was 4 feet in height and weighed800 kg.
Lodha Group’s Palava has envisioned itself as a green city. It also has many sustainable initiatives to keep up with being environmentally conscious. In keeping up with this positioning, Madison Turnt suggested an eco-friendly Ganesh installation. In collaboration with artist Haribaabu Naatesan, Madison Turnt created a first ever 4 feet Alum Ganapati, replicating the first of the Ashta vinayaka idols; Mayureshwar of Morgaon. A total of 1.25 tonnes of Alum was carved and sculpted into a ganesh, over a period of 15 days and painted orange using food colour. The Alum Ganpati was installed at Xperia Mall, Palava for a period of 5 days for darshan and during the visarjan, it helped purify the water instead of polluting it.
Speaking on the innovation, Mr. Viral Oza, Chief Marketing Officer, Lodha Group stated, “At Palava, we are constantly undertaking new initiatives to promote a healthier and environment conscious lifestyle within the residents. With water pollution on the rise,nothing could be better than adopting a natural way of purifying water with the Ganesh idol made of alum. We hope that this small step towards protecting our environment will give impetus for society at large to become more conscious of giving back to nature.”
Says Mr. Sunny Vohra, Sr. Vice President, Madison Turnt, “The Palava team came to us with a challenge of wanting to do something interesting this Ganesh festival. Given the growing concern about the environmental damage caused by the Ganesh Festival, we came up with the idea of making a Ganesh out of alum. We are delighted that our efforts were appreciated.”
Madison Turnt focuses on Events, Activations, Exhibitions and Field Marketing and true to its tag line is High on Experience!The Unit is a part of Madison Out-of-Home group and has worked with a large number of prestigious clients and events including conducting 30 FIFA screenings across 9 cities for Budweiser;Boiler Room, by Bud X, an electronic music festival, Vivo IPL fan boxes across 10 cities,Chhath Puja for Tata Salt and other interesting activations for clients like Nissan, Britannia, Michelin, Reebok, Roca, LinkedIn, Marico, LG, Philips, Kohler, JSW, Toyota, Raymond, Renault, Asian Paints, Dabur, CNBC, Godrej, Pidilite, Tata Motors and Croma.
The making of the Alum Ganesh can be viewed here:
The visarjan can be viewed here: