Godrej Vikhroli Cucina (GVC), the culinary-owned media platform of Godrej Industries Group, has unveiled a digital-first campaign, spotlighting the festive food cultures of Mumbai, Hyderabad and Goa. Through regional creator-led storytelling across YouTube, Instagram and Facebook, the campaign brings these distinct culinary traditions to life, offering a glimpse into the food, flavours and festive moments that shape Ganpati celebrations in each city. Godrej Yummiez and Godrej Jersey complement these traditional festive spreads, adding familiar choices to the celebrations.
At the heart of the campaign are three regional festive thalis: Mumbai chi Thali, Goa chi Thali and Hyderabadi Thali. Each episode features a regional creator who takes audiences into their personal Ganesh Chaturthi celebrations, from sharing traditions at home and preparing the festive thali to highlighting key recipes, ingredients and iconic local sweet spots.
For Goa, the celebration takes on a local identity through Chovoth, the Goan celebration of Ganesh Chaturthi, with the Goa chi Thali bringing together the flavours and traditions associated with the festival. The thalis bring together regional flavours with products from Godrej Yummiez and Godrej Jersey, showing how festive dishes can be complemented by convenient food choices.
The Mumbai episode, led by Recipe Curator and Chef Sanket Lokhande, will explore the city’s festive spread, from traditional modaks and savoury choices to contemporary festive preparations.
In Hyderabad, Lifestyle and Food Influencer Akanksha Malchalam will showcase the flavours of a Hyderabadi celebration, bringing the city’s festive traditions and the Kudumulu to the table.
The Goa episode, led by regional food influencer Ashrafi ShetDessai Gaikwad, will bring Goa chi Thali to life through traditional choices such as patoleo and nevri, alongside a glimpse into the personal traditions of celebrating Chovoth with family.
The campaign comes at a time when interest in India’s festive and regional food traditions is gaining momentum, with 78% of experts in the Godrej Food Trends Report 2026 identifying festive and celebratory cuisines as a key area of culinary interest in 2026. Through these stories, Godrej Vikhroli Cucina brings this curiosity to life by showcasing the distinct culinary identities that make each city’s Ganpati celebrations unique.
Anushree Dewen, Head of Marketing and Innovation, Godrej Foods Ltd., said, “Ganesh Chaturthi takes on a distinct flavour in every city, with food playing an integral role in bringing these celebrations to life. At Godrej Foods, we see an opportunity to celebrate this diversity by understanding how food traditions are evolving alongside the way people live, cook and come together today.”
“Through our creator-led campaign, we wanted to showcase this diversity in a way that feels personal and relatable, bringing audiences closer to the food and traditions that shape Ganpati celebrations across cities. At the same time, it reflects a larger shift in how people celebrate today, where traditional festive favourites are increasingly being complemented by convenient food choices that make it easier to spend more time enjoying the occasion together,” Dewen added.
