While Plaster of Paris does not dissolve, clay does. The activation began with holding workshops for children across the state where they were encouraged to make eco-friendly clay idols. We conducted these workshops across 22 centers in 14 cities simultaneously, just one week before the festival.

We educated children about environmental issues via on-campus pottery workshops at local schools. Children got their hands dirty and made their own Ganapati idols from clay. It was heart-warming to see mothers and their children teaming up to try this for the first time - and associate it with a festival they have grown up celebrating every year.

We drew our audience’s attention to these workshops via multiple media platforms including call-for-participation advertisements and editorials. We used publications belonging to the largest regional media group (print and online), the local state news TV channel (which boasts over 20 million viewers), and the Surf Excel Facebook page (with a fan base of over 1 million).

We replaced 10,000 insoluble idols with clay versions and inspired one million people to participate and contribute.

Key brand health parameters:

• ‘Help you do your bit for the environment’ : up from 44 to 53 points

• ‘Understand that getting Dirty is a positive part of Life’ : up from 55 to 63 points

• ‘Mother’s belief that kids develop best when they're free to get dirty’ : up from 53 to 62 points

• We also generated over 72,000 Likes on Facebook for the event, with 2500 comment and 16,000 shares.