A Wholesome Ganesha At Hypercity

As the country celebrated'Ganesh Chaturthi' and worshipped the elephant God, the deity entered HyperCity this time with much fanfare, taking forward the annual tradition of Ganpati festival across all their stores. SAB Creations executed the activity for all HyperCity stores in the West region (5 stores).

Sairam Thiagaraja, CEO, SAB Creations, shares, "HyperCity contacted us to do this for their private label of pulses this year under HyperCity Everyday brand. Manufacturing the "City Cha Raja” was a major challenge as it was time-bound and sticking the pulses was extremely time consuming. We manufactured the idol with pulses for the first time and had to overcome issues while planning, like that the cereals will have to remain intact for the entire week because it was raining heavily and there was lot of moisture in the air.”

"Also, we did not want to take shortcuts by cladding readymade idol which would compromise on the look and feel. A readymade idol will give an impression of just the pulses being put on top of a statue and the core objective to showcase the pulses would be lost. Again, post implementation these installation needed to be present for 10 days in the outlet until visarjan. Thus, keeping the pulses from rotting or getting damaged was a major concern and we had to cure them with non-toxic coat so that they stay fresh for this period.”

Balaji Murugesan, Director - SAB Creations, adds that "the aim was to create interest and hype for the otherwise ignored staple category like pulses. This was a time-bound activity and we also faced some issues as locals were also carrying Ganpati for home and public setups the same day. Both in terms of design and manufacturing it was a major challenge for us. When we got this brief we wanted to showcase Ganpati and the pulses in good light, i.e., make both shine together. Since Ganpati is a very personal celebration for everyone alike, the challenge was to bring this connect and flow back to the pulses as well. Our main focus was to create an independent design that would showcase the pulses when stuck on the idol.”

"Then, we went about experimenting with what pulses needed to be put on which part and still make it look lively and beautiful. This activity proved to be a major success story for the client and gave us immense pleasure in execution. More brands should look at such out of box activations in the near future,” he signs off.