The Ganesha festival is one of India’s most celebrated events, during which millions of Ganesha idols are immersed in the sea as per tradition.
Every year in Mumbai over 150,000 Ganesh idols are immersed in the waters. The problem is that most of these idols are made of toxic materials that contain lead, zinc and mercury, which pollutes the sea and kill sea life.
To address this problem, Ogilvy & Mather India and the NGO Sprouts Environmental Trust have created an innovative type of Ganesha idols made out of vegetarian fish food. Rather than polluting the waters they are instead consumed by the fish.
“We have added fish food in making the idol,” said Anand Pendharkar, founder of the NGO Sprouts Environmental Trust, who have created the idols with support from a private company that designed the campaign.