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HyperCITY creates a biscuit avatar of Lord Ganesh

By Nabamita Chatterjee | September 07, 2016

The idol of Lord Ganesha has been made of Britannia Good Day Biscuits and this activity has been executed by SAB Creations across 16 stores.

Ganesh Chaturthi is one of the most celebrated festivals in India. Lord Ganesha, with his arrival brings people of all religions together to celebrate this auspicious festival. This Ganesh Chaturthi, HyperCITY, welcomes'City Cha Raja' or Lord Ganesha in an all new avatar made of Britannia Good Day Biscuits. This is the 7th consecutive year for HyperCITY to host Lord Ganesha across 16 stores in India including Maharashtra, Gujarat, Madhya Pradesh, Hyderabad and Karnataka. This year, HyperCITY will host Lord Ganesha from September 5, 2016 till September 15, 2016.
 
HyperCITY created a five foot Good Day Biscuit Ganapati idols in two variants - Butter Cashew & Choco-Chip. The idol has been crafted aesthetically, placing Good Day Biscuits and has been executed by SAB Creations. The ambiance at the stores are come alive with Aartis, Bhajans, Modaks and other festive preparations.
 
Balaji Murugesan, Director of SAB Creations shares, "Ganesh Chaturti has always presented us with a unique opportunity and for our brands to engage with the shoppers. Impressed with our efforts over the previous years when we had Ganesha Idols using Britannia Good Day biscuits (last year) and 6 types of pulse (the year before), HyperCITY once again asked us to create the idols using Britannia Good Day biscuits. This year they also wanted to incorporate a new Good Day Choco Chip variant onto the display. Furthermore, we had to create 16 Idols, an increase of 3 from the last year. With limited timelines meant that this year proved to be an extremely challenging undertaking. With the experience and learning from our efforts last year, we had set our goals to create the Ganesha that would prove even more impactful yet easy to deploy and manage in-store. These considerations were addressed during the design phase itself. Although the manufacturing process was pretty much the same, this year we added highly intricate detailing and additional accessories and decorative elements to the display. We would like to thank HyperCITY for having faith in us and this activity would have not been possible without the cooperation and support of them, especially their local store teams. As before, these installations created immense hype inside the store and thus attracted to each and every shopper entering the store.”
 
To engage with the shoppers HyperCITY is also undertaking some  competitions at their stores to enhance the unique festive experience. For example, decoration competition among societies in the vicinity of the store. The Decoration will be judged based on theme, social message, size of the idol, etc. and Modak making competition in the neighbourhood societies. Modak's have to be made using Britannia Good Day Choco-Chip as one of the ingredients. HyperCITY is also inviting its Discovery Club customers and their family members for their daily-aarti on all 11 days.

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