What was the objective of the Green Ganesha campaign for the radio station?

The objective of the RAMKY BIG Green Ganesha campaign by 92.7 BIG FM is to promote the endeavour of creating a cleaner and greener environment. 92.7 BIG FM first launched this concept in 2008. Since then, the campaign has grown from strength to strength each year, both from a society involvement and the value it generates for its partners. This year, BIG Green Ganesha promises to be bigger, better and greener, offering brands a perfect opportunity to get their message across in an otherwise cluttered festival season.

How will the Green Ganesha campaign be different this year? How has the property grown in this year?

This unique campaign has been an overwhelming success over the last three years, spreading awareness on simple environment friendly initiatives one can undertake during this festival. Now in its fourth year, the BIG Green Ganesha campaign has gained tremendous popularity among the masses and has become a synonym for ‘environment friendly celebrations'. The idea is to touch base with as many people on the street as possible. This initiative will be conducted across 14 markets where the Ganesha festival is celebrated, namely Mumbai, Surat, Baroda, Mysore, Mangalore, Indore, Bhopal, Gwalior, Sholapur, Goa, Bangalore, Hyderabad, Vizag and Chennai.

Please elaborate on the on-ground initiatives as part of the campaign. How does face-to-face promotion and consumer engagement help in enhancing the campaign?

The Ganesh Chaturthi festival has an immediate and spontaneous connect with the people in Mumbai. The unique and innovative ground level promotions will involve celebrities, school children, NGOs and physically challenged children who will be actively involved in activities such as a newspaper collection from housing colonies, corporations, etc. Finally, all this paper will be used to make the BIG Green Ganesha. Also, this year, 92.7 BIG FM has launched an innovative Facebook application so that people who cannot spare the time doing their bit for the environment can spread the message of going eco-friendly. Thus, the Facebook application will support this eco-friendly initiative which has been gaining popularity with each passing year. This application will be live until the Visarjan day, concluding on Sept. 11.

Who are the sponsors of the campaign in this edition? What is the value provided to the sponsors of the campaign?

The title sponsor is the Hyderabad-based RAMKY Group. Ramky Enviro Engineers Ltd. (REEL) is a leading waste management, recycling and environment engineering company that works to protect and conserve the environment by disposing of waste in an eco-friendly and scientific manner. The company joined hands with the channel to reinforce the importance of celebrating the festival in an environmentally friendly fashion. This partnership helps to reinforce the message of being sensitive to our environment during the course of this auspicious festival. This is the second time they have come on board as sponsors. The campaign engages lakhs of Ganesha devotees, thereby giving marketers and advertisers a great opportunity to showcase their brands on a platform as huge as the BIG Green Ganesha Campaign.