Parle Products, one of India’s pioneers in the biscuit and confectionery manufacturing segment, has announced its association with Mumbai’s most popular Pandal in Lalbaug. This year, devotees of Lalbaugcha Raja will witness India’s first crowd sourced #BiscuitGanesha-an opportunity for devotees to be a part of its making. A 8 foot tall Ganesh idol made out of their favorite Parle Biscuits will be placed at the waiting area in the Pandal.
Recognized as one of the oldest and most revered idols of Lord Ganesha, each year the Lalbaugcha Raja witnesses millions of devotees that travel from all over the county to pay homage. Being one of the most loved brands, Parle Products this year, will add to their excitement as they wait in serpentine queues to pay their respect and pray to Lord Ganesha. Devotees will be asked to participate by sending in their tweets/comments using Hello #BiscuitGanesha on Facebook and Twitter. For each tweet Parle receives, users will get a customized response that showcases a dedicated Parle biscuit being put up in their name on the idol, thus building the #BiscuitGanesha. At the end of each day, Parle will share a time lapse video of all the entries they have received so far. Parle Products will also organize various spot contests and competitions with exciting prizes to be won, thus engaging with devotees and loyal consumers alike.
Speaking about the association Mayank Shah, Deputy Marketing Manager, Parle Products said
Every year millions of ardent Lord Ganesh followers visit Mumbai especially for the darshan, standing in long queues for many hours. With this innovative engagement, we plan to make their wait interactive and interesting and offer them an opportunity to win exciting prizes.
Last year, we had a similar activity which had received great response from the consumers; hence this year too we wanted further consumer engagement hopefully resulting in a better connect with our brand. We are getting the idol made specially from artists in Kolkata who have been known to craft beautiful figurines from varied materials.
The association will continue through the 10 days of the festival beginning on Thursday, 17th September, 2015. Hope that guys in Mumbai catch a glimpse of the Lalbaugcha Raja 🙂