Bare Bones Collective turns Ganesh Chaturthi's 'Morya' chant into an interactive campaign for BigBasket

The Morya Meter transformed a giant modak into a functioning decibel meter, drawing 5,000+ participants, 10,000+ attempts and a 120-decibel "Morya" in Mumbai

MUMBAI , Sept. 25, 2026 /PRNewswire/ -- Creative agency Bare Bones Collective transformed one of Ganesh Chaturthi's most instinctive traditions into an interactive brand experience for BigBasket with the Mo rya Meter ; a giant modak fitted with a functioning decibel meter that invited Mumbaikars at Carter Road to shout "Morya" and compete to see who could register the loudest response.

The campaign was rooted in a simple cultural observation: someone says "Ganpati Bappa" and everyone around instinctively responds with "Morya" loudly and collectively. Rather than create another piece of festive communication for audiences to passively consume, Bare Bones turned something people already do and love doing into the experience itself.