Ganga Dussehra is one of the biggest festivals in North India. Pilgrims travel from all over India to Varanasi (the city where the holiest part of the river Ganga runs through) to bathe in the river. It is considered a life’s ambition for most people to a take a dip in the Ganga, at least once in their lifetime. It is believed that a single dip would cleanse a person of all sins.

Apart from the bathing, the pilgrims also wash their clothes on the banks of the river since they abhor the idea of travelling back with soiled clothes. The act of washing clothes has made the Ganga the most polluted river as well.

The “Wheel Washing Zone” had 2 parts, the Washing Area and the Changing Rooms. Once the Pilgrims had taken their dip, they were directed to the Changing Area where they could change out of their wet (now seen as soiled) clothes and then go to the Washing Area to wash them with Active Wheel.

Proper drainage measures ensured that no water spilled back in the river. The polluted water was collected (21,000 liters), then purified and sent to the city in water tankers to clean the city roads, bus stops etc.

We started promoting the activity a week prior to the festival through different media: radio, local cable television, newspapers, billboards & mobile vans.

The initiative taken by Wheel helped the brand to create an emotional connect with its consumer. The activity reached 3.5 lakh people over 3 days and 81,000 people took the pledge to ‘Save the Ganges’

This activity helped improve brand metrics as well. Unaided Brand Awareness went by 15%

Key Imagery Statements also showed a positive uplift. The metric “Offer something that other brands do not” went up by 14%, “Will recommend to others” increased by 14% and “Helps you do your bit for the environment” also rose by 12%

The Government of Uttar Pradesh noticed the activity and congratulated the brand’s effort in taking the first step to save the Ganges.