During the Ganesha festival, millions of Lord Ganesha idols are immersed in the sea as per tradition. Most of these idols are made of toxic materials like Plaster of Paris, lead, zinc and mercury, which pollute the sea and kill the fish. As a solution, Ogilvy Mumbai created innovative Ganesha idols out of vegetarian fish food using soya, spinach, corn and wheat. And painted them with natural food colours like Fuller’s Earth, Turmeric and Earth Colour. Giving people a great alternative that doesn’t pollute the sea, but is consumed by the fish instead.