Ownly brings ‘Mooshak on Wheels’ to Hyderabad for Ganesh Chaturthi

MUMBAI: Bappa’s trusted ride is getting a delivery makeover. Ownly, the standalone food delivery app by Rapido, is taking Mooshak out of the pandal and onto Hyderabad’s roads with its festive activation, “Mooshak on Wheels: Bappa’s Delivery Partner”.

The centrepiece is a larger-than-life Mooshak mounted on a van, giving Lord Ganesha’s familiar vahana a distinctly contemporary spin. The mobile installation will travel across Hyderabad from September 14 to 25, turning the city’s roads into a moving festive backdrop.

The planned route covers some of Hyderabad’s prominent Ganesh celebration and high-footfall zones, including Balapur, the Old City, Nagole, Secunderabad, Hitech City, Madhapur and Kukatpally. The van will largely be on the move between 2 pm and 9 pm, with the evening hours expected to coincide with darshan, pandal visits and festive gatherings.

Rather than staying parked at one location, the campaign is designed to keep Mooshak moving through traditional celebration hubs, residential neighbourhoods and business districts — giving residents plenty of chances to spot, photograph and share the installation.

Ownly’s spokesperson said the idea draws on the cultural association of Mooshak as Bappa’s constant companion while giving it a playful interpretation suited to the delivery era. The company said the activation is intended to participate in Hyderabad’s Ganesh Chaturthi celebrations while creating a festive experience rooted in the occasion.

The roadshow is only one part of Ownly’s festive push. The brand has extended Ganpati-themed communication inside its app across Hyderabad and Bengaluru, highlighting Indian sweets and pure-vegetarian selections for festive orders.

It has also taken its presence closer to the neighbourhood level, with festive branding and agarbatti distribution at select Ganesh pandals across Hyderabad. These include Khairatabad, Balapur, Madhapur, Miyapur, Ameerpet, Secunderabad, Dilshuknagar and Kukatpally.

The campaign consequently follows the festival from street to screen from people encountering the giant Mooshak while heading for darshan to families returning home and deciding what should arrive at the dinner table.

For Ownly, the pitch is straightforward: this Ganesh Chaturthi, Bappa’s delivery partner is not waiting for an order. It is already on the road.