My best campaign is #ShreeGaneshApnepanKa: Geometry Encompass's Arpan Jain

Brands with purpose is Unilever's marketing ideology and inclusiveness is at the core of Brooke Bond Red Label's brand purpose, says advertising agency Geometry Encompass's Arpan Jain

Which do you consider your best campaign and why? When was it launched?

A campaign that works towards diminishing communal tension is always challenging to execute. We made one such attempt with our #ShreeGaneshApnepanKa (the beginning of togetherness) campaign for Brooke Bond Red Label and it is one of my most memorable campaigns. Developed in September 2018 during Ganesh chaturthi by Geometry Encompass, the campaign focused on the warmth of Hindu-Muslim brotherhood. This campaign, inspired by real-life stories, went on to inspire millions. When a warm cup of tea brings a thaw in the relation between two communities and eventually washes away a deep-rooted prejudice, I think that’s a campaign worth remembering.

I had worked on campaigns featuring the Hindu deity Ganesha twice before — Health Cha Shree Ganesh and Lord of Healthy Beginnings. Both these campaigns focused on health and new beginnings and in retrospect were quite palatable in comparison to what we planned next. India’s diversity brings with it a uniqueness that we’re proud of.

What did the campaign achieve for the brand? Could you also share some numbers to corroborate your claim?

Brands with purpose is Unilever’s marketing ideology and inclusiveness is at the core of Brooke Bond Red Label’s brand purpose. Prejudices do come in the way of inclusiveness. Questioning these prejudices can pave the way for a more inclusive society. Innovative and contextual campaigns help brands strengthen their purpose by resonating with their consumers, it helps them build brand love and in turn brand loyalty. #ShreeGaneshApnepanKa achieved exactly the same thing for the brand. It has also positively impacted the brand's sales.

What was the key idea behind it?

We are always on the lookout for worthy stories, and in this process, we observed that in some parts of India, idols of Lord Ganesha are made by skilled Muslim craftsmen. This observation gave us our story. Will a young devout Hindu man knowingly buy an idol from a Muslim craftsman? Will he challenge his prejudices, open himself and make a new beginning?

What was the industry response to the work?

We are thrilled and humbled by the response the film has received so far. It has garnered over five million views online and various social media pages have shared the film. Also, many influencers shared the clip on their Twitter handles which started conversations on social media. We have tracked international and domestic coverage on over 50 plus print, online and electronic media platforms: a whopping $250,000 in free media.
 

Upon release, the video inspired many others to share their own heart-warming stories of how they overcame similar religious prejudices.

What were the execution challenges?  

Religion isn’t an easy subject for a brand to join the conversation in any country, let alone in India, where that conversation is particularly loaded with historical baggage and complexity. However, the script was crafted with utmost respect and sensitivity towards both religions and keeping in mind the delicate cultural balance. Many young Indians have shared the film calling it a beacon of hope and unity.

Given a chance, what would you do differently?

Islamophobia is not just an Indian phenomenon, it is a global problem. Given the chance, I would like to take this to a larger audience across the globe.