This Ganesh Chaturthi, Adani Realty has partnered with 22feet, part of Omnicom Advertising India, to launch a festive campaign titled ‘Come Home to Celebrations’. Rather than starting at the festival itself, the campaign traces the journey backward – to ‘Shadu Mati’ (clay), the raw material artisans hand-shape into Ganesha idols long before the celebrations begin.
The campaign follows this process closely, capturing skilled artisans moulding the clay with craft, devotion, and anticipation until it takes the form of Bappa. Its central line, ‘Yeh mitti, mitti nahi’, anchors the emotional thread running through the film – that this isn’t just clay, but the beginning of something sacred.
Told through an original lyrical composition paired with a cinematic film, the campaign captures two parallel transformations: clay becoming Bappa, and a home becoming a place of celebration.
Ishan Mehta, Executive Creative Director at 22feet, said the story reflects a truth central to thousands of craftspeople – that Ganesh Chaturthi begins with shadu mati, even though for most people, it begins only when Bappa arrives home. He said Adani Realty chose to honour that origin this year, tracing the soil’s journey to Indian households through a cinematic film elevated by its musical score.
The campaign is being amplified across Instagram, Facebook, YouTube, X, and LinkedIn, supported by a teaser ahead of the full film’s release.
Through ‘Come Home to Celebrations’, Adani Realty spotlights the unseen hands, emotions, and moments that shape one of India’s most cherished festivals.
