BigBasket’s Morya Meter activation draws 5,000+ participants in Mumbai
BigBasket turned Ganesh Chaturthi’s “Morya” chant into an interactive decibel-meter installation at Carter Road, Mumbai. The festive activation, created by Bare Bones Collective, logged more than 10,000 attempts and positioned the e-grocer as a destination for festival essentials.
What happened
BigBasket ran the Morya Meter, a giant modak decibel-meter activation at Mumbai’s Carter Road during Ganesh Chaturthi. Created by Bare Bones Collective, it drew
Key facts
- 5,000+ participants
- 10,000+ attempts
- 120 decibels
- two weeks
- 90 decibels initial benchmark
- 20+ brands
- 500 million+ views
- 250+ billboards
Why this matters
BigBasket’s collaboration with Bare Bones Collective highlights an opportunity to build repeatable regional activation capabilities through partnerships with experiential agencies and local cultural platforms.
What to watch
- Unique QR scans, app installs and coupon redemptions from the Carter Road activation.
- Post-festival new-customer and repeat-order growth in Mumbai catchments near activation sites.
- Expansion of BigBasket’s offline experiential calendar beyond Ganesh Chaturthi.
- Competitor festival activations or localized community-marketing partnerships.
- Growth in festival-specific assortment, rapid-delivery promises and bundled merchandising across e-grocery platforms.
- Deploy QR-led coupon redemption and WhatsApp opt-ins tied to Ganesh Chaturthi essentials and repeat-purchase offers.
- Replicate the format around locally relevant festivals in Mumbai, Pune, Bengaluru, Hyderabad and Chennai.
- Use event participation and neighborhood footfall data to tailor assortment, campaign creative and delivery-slot promotions.
- Pair future activations with creator content, society partnerships and live social challenges to extend reach beyond attendees.
- Measure event-to-install, first-order, 30-day repeat and contribution-margin outcomes against digital acquisition channels.