Ogilvy Mumbai and Sprouts Environment Trust have come together this Ganesha festival for an initiative that could go a long way in saving the aquatic animals and protecting the planet from further deterioration. During the festival, every year, people bring clay idols of Lord Ganesh in their homes and public pandals (make-shift temples) and worship him for ten days. On the final day, as the idols are immersed into the sea, the toxic materials used in making them pollute the water bodies and wreak havoc on marine life. Plaster of Paris, which is used in the idols, contains substances like gypsum, sulphur and phosphorous which take months, or even years, to dissolve.

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