MUMBAI: With festive season coming up, people are gearing up to celebrate the Ganpati Chaturthi, for the first time, in the era of the COVID2019. While pandemic threatens to be a dampener on the celebrations, Gemini® Sunflower Oil is looking to keep the festive spirit alive through its ‘Iss Saal har Ghar Pandal’ campaign. The objective of the campaign is to encourage consumers to celebrate the festival of Ganpati at home along with their loved ones, ensuring the safety norms are in place.  

As part of the campaign, consumers of Mumbai and Pune can click a picture of the barcode of any Gemini oil pack and WhatsApp it on 8884000666. Subsequently, they will receive a 25 per cent discount coupon code through a WhatsApp, along with a weblink. The link will redirect them to the campaign website – www.geminicookingoil.expree.in where they can then purchase an eco-friendly Ganapati idol with the coupon code. Gemini Sunflower Oil’s team will deliver the idol to the consumer’s postal address in line with the safety norms. All Gemini Ganpati idols will be eco-friendly. This effectively means that consumers will be able to do the immersion in a pot or tub within the safe confines of their homes. This will ensure that the celebrations and immersion are both not just safe but also environment friendly.  

Cargill’s oil marketing head Subin Sivan, said, “Ganpati is one of the most popular festivals in Maharashtra. As a brand that is rooted in Maharashtrian culture, Gemini has integrated itself with the Ganpati festival over the years. While a lot has changed this year due to the pandemic, we believe the festive cheer and energy during the Ganpati Chaturthi should not change. Our campaign ‘Iss Saal Har Ghar Pandal’ encourages our consumers to celebrate the festival at home keeping the original festive spirit intact.” 

This campaign is also supported by B-town celebrities and influencers including Ritesh & Genelia Deshmukh, Priya Bapat, Sai Tamhankar, Amruta Khanvilkar, and Neha Pandse. They will help propagate the message of ‘Iss Saal Har Ghar Pandal’ through the campaign and encourage consumers to celebrate Ganpati with all the fervor at home while staying safe.  

Wavemaker chief content officer Karthik Nagarajan said, “Ganesh Chaturti is an indelible part of the Maharashtrian culture and as the pandemic threatens the festivities this year, Gemini wanted to reassure its audience that the real spirit of the festival is safe in our hearts and homes. Hence, we came up with the idea of ‘Iss Saal Har Ghar Pandal’, which captures the current sentiments of the region beautifully. The film is a great testament to the spirit of Ganesh Chaturti, which is more than a religious festival in the region and also the long-standing cultural linkage of the brand to this market. We are deeply thankful to our wonderful client who inspired us to deliver this emotional film”