LinEngage & Birla White pay homage to Lord Ganesha in a novel way

This Ganesh Mahotsav, Birla White Wall Care Putty has joined hands with LinEngage, the experiential marketing arm of MullenLowe Lintas Group, to create ‘BW Ganapati’ – an Android app that works using augmented reality. When the user opens the app and points it towards the Ganapati image in the poster, the Ganapati ‘comes alive’ and can be seen in 3D. The Ganapati is accompanied by an aarti in Marathi and flowers are showered on the idol. The user gets a feeling as if he is performing the aarti of Lord Ganesha.

Highlighting the uniqueness of the initiative, Raman Minhas, Group Creative Director, LinEngage, said, “This simple and endearing idea shows how even a routine practice can be turned into an engaging experience by tapping the right technology at the right touchpoint. We hope the experience is leveraged in a big way by people from all walks of life.”

Commenting on the novel initiative, Kedar Rele, Head – Brand & Advertising, Birla White (Unit of UltraTech Cement), said, “As a brand, we at Birla White, always look for innovative opportunities with LinEngage being a channel partner for Painters’ community. This smart idea of interactive poster of Ganapati at Point of Sale has helped us very well. Especially at the beginning of our business season, which also happens to be the festive season.”

The app is available for download on Google Play:



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