Bringing the Spirit of Vaari to Elpro City Square Mall
Every year, the sacred Vaari brings together thousands of devotees through faith, devotion, music and a shared sense of community. Inspired by this deeply rooted Maharashtrian tradition, Elpro City Square Mall
created a special Vaari experience that allowed visitors to connect with the culture in a contemporary and meaningful way.
The campaign was designed to offer visitors more than just a visual installation. Through the Divine Brick Setup, the story behind the brick, a Vaari-inspired rangoli and an AI photo booth, people could understand
the tradition, participate in it and create their own memories.
The result was a meaningful cultural campaign that connected with visitors inside the mall and reached a wider audience through social media.
The Divine Brick Setup
The centrepiece of the campaign was the Divine Brick Setup, inspired by the iconic image of Lord Vitthal standing on a brick.
The installation created a calm and visually striking space within the mall. Visitors paused to admire the detailing, click photographs and spend time around the setup. For many, it brought back personal memories of Pandharpur, family traditions and the spiritual atmosphere associated with the Vaari.
For younger visitors, the installation became an opportunity to discover the meaning behind a familiar cultural symbol. By bringing this experience into a modern community space, Elpro helped make the tradition more accessible to people across age groups.
The Story Behind the Brick
Along with the installation, Elpro also shared the story behind the brick and its significance in the tradition of Lord Vitthal.
The story of Pundalik, his devotion and Lord Vitthal’s patient presence gave visitors a deeper understanding of the setup. It ensured that the campaign was not limited to visual appeal alone.
Families were seen discussing the story with children, while older visitors shared their own memories and interpretations. These small moments of conversation made the campaign more personal and helped cultural knowledge pass naturally from one generation to another.
Vaari-Inspired Rangoli
The Vaari-inspired rangoli added colour, art and craftsmanship to the overall experience.
Designed using cultural motifs and references connected to the pilgrimage, the rangoli became one of the most appreciated elements of the campaign. Visitors admired its detailing, clicked pictures and shared videos across social media.
AI Photo Booth: Becoming Part of the Experience
The AI photo booth brought a modern and interactive dimension to the campaign.
Visitors could see themselves in a Vaari-inspired look and create a personalised digital memory. The activity was popular across all age groups, particularly among children, as it allowed them to become part of the celebration rather than simply observe it.
Connecting People Online and Offline
One of the strongest aspects of the Vaari campaign was its ability to create both on-ground participation and online conversations.
Inside the mall, people explored the setup, understood the story, appreciated the rangoli and participated in the photo booth. Online, visitor photographs, reels, reactions and personalised Vaari looks helped extend the campaign’s visibility.
This combination of physical engagement and digital participation helped the campaign build a wider emotional and cultural connection.
A Cultural Campaign People Remembered
The success of the Vaari campaign came from the way it balanced devotion, creativity and visitor engagement.
Through this initiative, Elpro City Square Mall once again went beyond shopping and entertainment to become a space where people could celebrate culture, emotions and shared memories.
The Vaari setup was not only visited and photographed. It was understood, experienced, shared and remembered.