At The Backbenchers Digital, we don’t just create campaigns; we create cultural moments. For Nilons’ Assal Marathi, we challenged ourselves to honour the spirit of Chhatrapati Shivaji Maharaj on Shivaji Jayanti in a way that was as bold, innovative, and unforgettable as the king himself.
The vision was audacious: create a monumental portrait of Shivaji Maharaj using nothing but 50,000 jars of Assal Marathi pickle. From concept to execution, our team engineered this awe-inspiring installation in just seven days. This wasn’t just an ad; it was a piece of public art that physically manifested the brand’s deep respect for Marathi heritage.
The result was a viral sensation that transcended marketing. The video of the stunt’s creation captivated the nation, delivering:
- 6 Million+ Organic Views (0% paid promotion)
- 80,000+ Likes and an outpouring of proud, emotional comments
- Dominant regional press coverage and widespread social sharing across Maharashtra
This stunt proved our core belief: the most powerful marketing doesn’t interrupt culture; it contributes to it.
The Stunt Continues: Building on this unprecedented success, we are scaling the concept for a national audience. For Navratri, we are creating an even larger tribute: a majestic portrait of Durga Maa using over 100,000 pickle jars from every region of India. This next chapter will celebrate national unity and diversity, solidifying our model for creating unforgettable, high-impact brand moments.
We don’t just think outside the box; we build monuments with it. This is the proof that with extraordinary creativity and flawless execution, you can earn the attention of millions and leave them in awe.