Parle's Biscuit Ganesha at Mumbai's Lalbaugcha Raja

Lalbaugcha Raja witnesses millions of devotees from all over the county during this time of the year. Devotees are being asked to participate by sending in their tweets/comments using Hello #BiscuitGanesha on

and

. For each tweet Parle receives, the user will get a customised response that showcases a dedicated Parle biscuit being put up in their name on the idol, thus building the #BiscuitGanesha. At the end of each day, Parle shares a time lapse video of all the entries it has received so far. Parle Products is also organising spot contests and competitions with exciting prizes to be won, to engage devotees and consumers.

Speaking about the association Mayank Shah, deputy marketing manager, Parle Products, says, "Every year, millions of Lord Ganesha followers visit Mumbai especially for the darshan, standing in long queues for many hours. With this innovative engagement, we plan to make their wait interactive and interesting, and offer them an opportunity to win exciting prizes. Last year, we had a similar activity which had received great response from the consumers; hence, this year too, we wanted consumer engagement resulting in a better connect with our brand. We are getting the idol made especially from artists in Kolkata, who have been known to craft beautiful figurines from varied materials."