Case Study: How Jeep India’s Ganeshotsav campaign garnered 4mn+ impressions

Jeep India #MyBigGanesha campaign

With celebrations restricted owing to the pandemic, Jeep India attempted to celebrate Ganesh Chaturthi through the #MyBigGanesha, an on-ground initiative captured through a video. A look at the campaign case study.

Category Introduction

India is the fourth-largest auto market in the world with sales amounting to 3.81 million units. The growing market has also seen a rise in the demand for SUVs. The SUV share in the passenger vehicle segment has grown from 30% in 2014 to 41% in 2019.     

Jeep entered the compact SUV segment in India back in 2016. Since then, it has formed a loyal community of Jeepers and has made noise for all the right reasons.

Brand Introduction

Standing true to its pillars of freedom, adventure, authenticity, and passion, Jeep believes in not shying away from any challenges, taking on every obstacle the road may throw at us. This is one such story of Jeep, making an effort to beat the impediments in its way to send out hope and positivity when the community needs it the most.


This year’s Ganesh Chaturthi festival was scaled down due to the pandemic and to avoid large crowds. Despite all the restrictions, Jeep India and Leo Burnett decided to pay a tribute to Lord Ganesha in a unique way, keeping the spirit of the festival alive. 

The idea was to create a larger-than-life, ode to the remover of obstacles using Jeep Compass SUVs. To make this a one-of-a-kind initiative, 29,970 sq. ft. of space, 48+ hours, 8 professional drivers were required. This would result in a 162 feet long, 185 feet wide, Ganesha made of 122 Jeep Compass SUVs.

Problem Statement/Objective

The objective for the brand was how to celebrate Ganesh Chaturthi in these times where festivities were on hold, or highly restricted.


The brief was simple. The brand-agency needed to keep the spirit of Ganesh festivities alive and send out a positive message of hope in a different way based on the ethos of the brand.

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Creative Idea

The brief gave rise to the idea of ‘My Big Ganesha. In the times of minimal festivities, the brand created a larger than life Ganesha with 122 Jeep Compass SUVs.


  • Working continuously for 2 days, braving the rains to ensure the Ganesha idol thus formed is as glorious as the Lord himself 
  • Maintaining all social distancing norms, which meant a very limited crew taking on a mammoth task


The video went live on Facebook, Twitter and YouTube. On Instagram, it went live as an IGTV video.


Inspired by the values of the festival, the brand created a 162 feet long, 185 feet wide, Ganesha made of 122 Jeep Compass SUVs with the aid of professional drivers.



  • The video garnered a total of 1.7 million views across the platforms
  • Total impressions crossed the 4 million mark. 
  • The video was shared/retweeted a total of 20.4k times on social platforms


  • The video was shared across various WhatsApp profiles and groups
  • The video won appreciation from the auto community 
  • The initiative also garnered praise from media houses like NDTV, Hindustan Times and influencers such as chef Ranveer Brar.


“Lord Ganesha symbolizes the beginning of auspicious times, transcends class, age, and social status. Ganesh Chaturthi is amongst the most loved and fervently celebrated festivals in India that brings people together, spreads positivity, and imparts strength. We, at Jeep India couldn’t bring ourselves to let this festival go without a celebration. We decided to do something adventurous but it had to be authentic; something that would touch peoples’ hearts, induce positive vibes and bring cheer. Making a 162-feet tall, 185-feet wide Lord Ganesh from 122 Jeep Compass SUVs was Jeep’s way to say that we can decimate every challenge if we channel our passion in the right direction. I was delighted to see our effort going viral on social media in no time!,” said, Rahul Pansare, Head of Marketing and PR, FCA India

Rajdeepak Das, Managing Director India & Chief Creative Officer, Leo Burnett South Asia, said, “Lord Ganesha is known as a conquerer of all obstacles and this year even with all the restrictions we wanted to create an act befitting to this deity’s eminence. Brand Jeep is known to take any challenges head on and our campaign does the same. Our endevour resulted in a one of its kind Ganesha Idol using 122 Jeep SUV’s with the same scale of an idol in a pandal. This campaign is a perfect example of our Humankind philosophy which revolves entirely around people and purpose.”



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