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Mumbai Roars for Bappa as Bigbasket’s Modak Meter Crosses 10,000 Chants

Nikunj Parikh - Mumbai Bureau Published Sep 18, 2026, 10:10 PM

Bigbasket's Carter Road activation turned Mumbai's Ganesh Chaturthi celebrations into a high-decibel competition. The massive turnout highlights how e-commerce platforms increasingly rely on interactive street-level stunts to capture consumer attention during peak festive seasons, blending community engagement with modern digital convenience.

'Mumbai did not only sing out for Bappa but transformed its devotion into a celebration that roared at 120 decibels.'

The Decibel Challenge

Grocery delivery giant bigbasket dropped a clever marketing stunt right into Mumbai on September 17. They installed a life-sized, modak-shaped sound meter at Carter Road. Over forty-eight hours, more than 5,000 residents stepped up to test their lungs by roaring the traditional "Ganpati Bappa Morya!" greeting.

The activation pulled in over 10,000 total attempts. The loudest roar peaked at a deafening 120 decibels. That turned a routine digital campaign into a wild street-side spectacle. Passersby lingered, friends formed cheering squads, and participants queued up repeatedly just to smash their personal high scores.

Digital Retail Meets Street Culture

Festive marketing usually leans on predictable discount banners. Bigbasket skipped the boring corporate messaging entirely. They anchored their presence straight into Mumbai's deep-rooted festive obsession. Local reports indicated that participants crossing the 90-decibel threshold won curated goodie bags packed with products from partner brands like Wow!, Tata Coffee, and Plum.

According to official statements from bigbasket leadership, the initiative tapped into an existing cultural reflex instead of forcing a fake brand narrative. Arpit Jaiswal noted that the sheer familiarity of the chant created instant public resonance, transforming a solitary grocery app interaction into a loud, shared community experience.

'When culture meets creativity, even a brand activation can become a citywide celebration.'

Why It Matters

Quick commerce apps fight tooth and nail for attention during major Indian festivals. By stepping away from smartphone screens and hitting physical promenades, brands build actual emotional currency with consumers who live for collective celebration.

Key Takeaways

Bigbasket installed a giant modak sound meter at Carter Road in Mumbai.
The two-day activation reeled in over 5,000 participants and 10,000 total shouts.
The loudest recorded roar hit a staggering 120 decibels.
Challengers crossing 90 decibels walked home with brand-sponsored goodie bags.