Due to the unseasonal showers all idol makers were scrambling to protect their idols. This was the trigger for the idea.

The Idea: We created custom made transparent covers for the idols to protect Lord Ganesh from getting wet.

The covers were branded with the message – We cover Everything.The interplay of both words ‘COVER’ and EVERYTHING ‘made it unusual. The word cover in financial parlance also means ‘insurance’ and in this case also a physical cover.

We knew that we had to tread carefully. The unusual help that the brand provided made it look innovative. God is all powerful and immortal. BIRLA SUNLIFE INSURANCE appeared to be capable of covering everyone, even the Lord. We did this across a large number of idols of various shapes and sizes.

Over a million people witnessed BIRLA SUNLIFE INSURANCE providing an act of service to the Lord.Company executives were sent to organizations to install covers on Lord Ganesh idols. This scheme gave them a window to approach completely new consumers. 32% of the pitches made by executives during this period were successful.It made BIRLA synonymous with innovative covers.It was relevant.A great brand fit.

It was a medium used for the first time ever.The brand became an integral part of the emotional experience Many Indian portals came out with write ups about how Lord Ganesh was given insurance cover.