A water-purifying installation at Lodha’s Palava

Madison Turnt, the experiential marketing specialist unit of Madison World, completed a project involving a Ganpati made out of Alum, a water purifying agent, for Lodha’s Palava. The ganpati was 4 feet in height and weighed 800 kg.

Lodha Group’s Palava has envisioned itself as a green city. In keeping up with this positioning, Madison Turnt suggested an eco-friendly Ganesh installation. In collaboration with artist Haribaabu Naatesan, Madison Turnt created a first ever 4 feet Alum Ganapati, replicating the first of the Ashtavinayaka idols; Mayureshwar of Morgaon. A total of 1.25 tonnes of Alum was carved and sculpted into a ganesh, over a period of 15 days and painted orange using food colour. The Alum Ganpati was installed at Xperia Mall, Palava for a period of 5 days for darshan and during the visarjan, it helped purify the water instead of polluting it.

Speaking on the innovation, Viral Oza, Chief Marketing Officer, Lodha Group stated, “At Palava, we are constantly undertaking new initiatives to promote a healthier and environment conscious lifestyle within the residents. With water pollution on the rise, nothing could be better than adopting a natural way of purifying water with the Ganesh idol made of alum. We hope that this small step towards protecting our environment will give impetus for society at large to become more conscious of giving back to nature.”

Sunny Vohra, Sr. Vice President, Madison Turnt, said, “The Palava team came to us with a challenge of wanting to do something interesting this Ganesh festival. Given the growing concern about the environmental damage caused by the Ganesh Festival, we came up with the idea of making a Ganesh out of alum. We are delighted that our efforts were appreciated.”