Ganesha visits stores with Good Day

As India recently celebrated the festival of Ganesh Chaturthi, it gave various brands a hearty opportunity to connect in a more vibrant manner with their focused TG. Britannia Good Day and HyperCITY collaborated for this occasion and created 13 Ganeshas in 13 days, with each idol standing at 5ft x 3ft and decorated with over 1000 Good Day biscuits. The in-store activity has been executed by Sab Creations across the country in four states including Maharashtra, Gujarat, Karnataka and Telangana.

Speaking about the initiative, Balaji Murugesan, Director Sab Creations shares, "HyperCITY was impressed with our efforts last year when we made the Ganesha idols using pulses for their private label. This year HyperCITY gave us the challenge of creating Ganesha idols from only Britannia Good Day biscuits. Making the Ganesha idol is always a challenging exercise specifically because it is a time bound activity and also because we had to create and implement 13 Ganeshas in 4 states within a span of 13 days.”

Britannia recently re-launched the Good Day brand in the market with the smiley design on the cookies, which was incorporated in this installation too. "We wanted to showcase this and build on the brand communication "HAR COOKIE MEIN KAYI SMILES”. We came up with a concept of the'Ganesha made completely of cookies' coming out of the pack. For this, we created a skirting in the shape of wrapper and placed the Ganesha idol in the center thus giving the impression for the product oozing out of the pack.”

This in-store festive installation required tremendous attention to detail in order to bring out the true essence of Britannia Good Day on to the displays. "At the start, we purchased about 20 packs of Britannia Good Day to check and understand the best way forward. Soon we found that the biscuits crumpled very easily and thus are not suitable to be placed on the idol, considering that this will be also shipped to different locations. After some trials, we finally narrowed down to create the Ganesha completely in fiberglass using the actual biscuits itself. However, even this proved to be extremely labour intensive and time consuming. These idols had to be custom made especially for Britannia Good Day.”

Once the biscuits were placed on the idol, it was then made into a master mould which could be replicated later. Hence, the Ganesha was coated and finished with a special matt coating that gave the look and feel of the actual biscuits. Minute details like cashew bits and baked crust texture where well reproduced as seen on the actual Good Day biscuits.

On the deployment challenge, Balaji mentions, "The display involved various decorative elements that where installed on-site by our local teams. Even, HyperCITY's own store teams further decorated and beautified the installations making each installation a unique experience.”

Sairam Thiagaraja, CEO of Sab Creations on a concluding note mentions, "We would like to thank HyperCITY for having faith in us as this activity would have not been possible without their cooperation and support, especially their local store teams. This installation created immense hype inside the store and thus attracted each and every shopper entering the store.”