Campaign Overview
On September 25, 2026, Bare Bones Collective launched the "Morya Meter" – a giant modak fitted with a functional decibel meter – as an on‑ground activation for BigBasket during Mumbai's Ganesh Chaturthi celebrations at Carter Road. The concept leveraged the traditional call‑and‑response chant of "Ganpati Bappa" and "Morya" by turning the collective shout into a measurable experience.
Execution Details
The agency moved from idea to live installation in just two weeks, partnering with MOMS Outdoor to build the physical structure. Creative lead Girish Narayandass, Co‑founder & Chief Creative Officer of Bare Bones Collective, explained that the insight stemmed from observing an instinctive cultural behaviour and asking whether its energy could be measured. Sujay Kulkarni and his team filmed participants’ unscripted reactions, enabling the activation to spill over onto social media platforms.
Impact Metrics
More than 5,000 individuals approached the Morya Meter, collectively making over 10,000 attempts to out‑shout each other. The initial challenge was set at 90 decibels, but participants quickly surpassed this, forming queues around the installation. The loudest recorded chant reached 120 decibels. The campaign was designed to break the sameness of festive advertising, reinforce BigBasket as the go‑to destination for Ganesh Chaturthi essentials, and generate organic social media buzz.
Agency Background
Bare Bones Collective, founded by Girish Narayandass, Anuya Jakatdar, and Swati Dua, is an independent creative agency operating for under four years. It has served over 20 brands—including Google, Prime Video, Nykaa, BigBasket, and CEEW—producing more than 500 million views and featuring on over 250 billboards across film, outdoor, digital, social, influencer, experiential, and performance marketing channels.