DNA makes it's Eco-Ganesha 8 times larger; Ropes in Vicco Vajradanti as sponsor

In year 1, The Eco Ganesha received fantastic acceptance and hence DNA has decided to now make it 8 times larger. This time the ECO- GANESHA is sponsored by Vicco Vajradanti Go Natural paste and is powered by Maharashtra Pollution Control Board. It will be available across 8 MALLS, namely Sobo Central, Center one, Growells 101 Mall, Korum, Nirmal Lifestyle, Oberoi Mall, R City and R Mall Thane. Hence 8 malls with different ECO GANESHA's constitutes an ASHTAVINAYAK! If you were to visit all the 8 malls, you would have performed an Ashtavinayak yatra. The original Ashtavinayak Yatra represents visiting 8 different Ganesha's across Nashik , Pune & other parts of Maharashtra while DNA's Eco Ganesha will provide you the similar experience in less than 100 kms in a round trip.

Importantly these GANESHA's of 5ft height, are the original environmentally friendly statues as they are made of Shadu Mathe, a kind of clay, which when immersed will completely disintegrate and does not pollute the water. Hence the POP statues which are normally used in the name of "Environmentally friendly" are actually harmful to the water they are immersed in. DNA still continues the paper collection drive as part of the concept, but these are being shared with NGO's, who will use the paper to create different products such as paper bags, coasters etc. Also for the readers to use eco friendly Ganesha's at home, we carried ads of vendors who manufacture them.

DNA went a step ahead by providing bus services simultaneously on the western, central & eastern routes which connect each mall for FREE! These seats are to be pre-booked and therefore eliminating disappointment for early respondents to the ads carried in DNA. The responses generated have had over 70% of the seats pre-booked from the first ad. To be true the phones have just not stopped ringing from the release of the first ad, 8 days back.

If that's not all we went a step ahead and decided get individual societies to be try and adopt eco- friendly Ganesha's in their pandals. Hence if these pandals have eco friendly ganesha's then they will be judged by an expert panel on the level of eco-friendliness of the statue along with the innovations in decoration & size of course! Following which an award function will be held, felicitating these winning societies at a five star banquet within a couple of weeks.

Joining this unique platform of DNA Eco Ganesha, we have got support in the form of Yatra partner LG, F & B Partner Rajdhani, Lighting Partner Bajaj Miniz cfl, Sabse Bada Modak Tata DoCoMo, NGO Green Yatra, Trophy partner Creative Awards & Rewards.

As the power of "DNA after hours", connects with their star friends, we will get Celebrities from Bollywood, Television and Society, to come over to the malls and participate in the celebration at the mall.

Overall this campaign will probably be the largest Initiative in the calendar year for DNA connecting with over 3 million mumbaikers in over 10 days. In terms of promoting the event we are carrying half pages, full pages of advertising to the extent of very interesting innovations in a jacket form for the launch. While DNA exploits its newsprint to speak to nearly 6 lakh readers daily, we add to the volume of media being used by adding approx 30 outdoors, radio channels, online presence, SMS blasts to our dedicated database thus making a complete 360 degree multimedia plan!

So this Ganesh Chathuruti be prepared to see one of Mumbai's largest on ground activities uncovered in style, finesse & Glory