Ganesh Chaturthi is an Indian festival that celebrates the rebirth of Lord Ganesha – the 
elephant headed God. The festival culminates with the immersion of thousands of idols into 
the sea. 

In the past, the idols were made of clay. But as they got bigger and more widespread, plastic 
and Plaster of Paris became the materials of choice. This only meant more pollution.

Every year, Times of India, India’s largest newspaper, runs ads that ask people to observe a 
more eco-friendly Ganesh Chaturthi. 

According to legend, Lord Ganesha was killed and later reborn with the head of a dead 
elephant. In essence, his birth itself was an act of re-creation and reuse. This year’s ads took 
this simple truth forward.

 

Art - Dhara Shah