A lot had already been spoken about the problem. To drive change, we turned the humble newspaper and a small ad space into the God himself.

The idea: Origami Ganesha.

Using the joy of origami and a few folds, we were able to transform a square piece of newspaper into the Elephant God. With a new design each day, printed in India’s number 1 daily, we encouraged the nation to create 12 million biodegradable Ganeshas instead of the toxic version of the God.

During the 11 days of Ganesh Chaturthi, each day a new Origami Ganesha ad was released with a new design that took shape of the lord himself. This was printed in India’s no.1 daily – Times of India – reaching millions of Indians and inspiring them to choose the non-toxic version.

Over 12 million Indian homes encouraged to create Origami Ganeshas, instead of 12 million toxic versions of the God.

The initiative travelled to schools to raise an aware and eco-friendly future generation.