Adani Realty and 22feet India celebrate the journey of Bappa’s homecoming
This Ganesh Chaturthi, Adani Realty, in partnership with 22feet, part of Omnicom Advertising India, has launched its festive campaign, ‘Come Home to Celebrations’. The campaign captures Bappa’s journey from ‘Shadu Mati’ (clay) and the artisans who shape it, to its culmination in faith and the grand homecoming.
The journey of welcoming Bappa home begins long before Ganesh Chaturthi. It starts with ‘Shadu Mati,’ the clay typically used to sculpt Ganesha idols. The campaign follows this journey, where skilled artisans mould the clay by hand, shaping it with craft, devotion and anticipation, until it becomes the Bappa we welcome home. The film reflects this thought through the refrain, ‘Yeh mitti, mitti nahi.’
Bringing this story to life through an original lyrical composition and a cinematic film, Adani Realty captures the transformation of Shadu Mati into Bappa and, ultimately, the transformation of a home into a place of celebration.
Ishan Mehta, Executive Creative Director, 22feet, said: “For thousands of craftspeople, Ganesh Chaturthi begins with shadu mati—the clay that becomes Lord Ganesh. For us, it begins when he comes home. So this year, Adani Realty decided to celebrate the soil that brings us closer to India’s most beloved deity, tracing its journey from its origins to our homes through a cinematic film, that’s elevated by a beautiful track.”
The campaign has been amplified across Instagram, Facebook, YouTube, X and LinkedIn, with the film supported by a teaser.
Through ‘Come Home to Celebrations’, Adani Realty celebrates the journey behind the homecoming and the many hands, emotions and moments that make Ganesh Chaturthi special.
Credits
Creative: Vishnu Srivatsav, Ishan Mehta, Jamuna Poovaiah, Arushi Bajaria , Shishir Marathey, Rohan Mathai, Krantik Banerjee
Strategy: Sanchari Chakrabarty, Amitoj Chandiok
Business: Shikha Davessar, Rohan Mitra, Rahul Giri, Hiral Sheth
Tech & AI: Yash Dabi, Anish Daga
Production: Gokul Anand, Anmol Sheth
Finance: Tapas Baral, Ajinkya Kanchavade
