Diwali celebrations are in the air and along with stuffing yourself with sweets, some kids decided to create awareness about healthy living. In a unique initiative, artwork made by over a lakh children across India was not restricted to the display in their classroom but was distributed to close to 50 chaat and bhel vendors in the city. The artwork made by the kids contains brilliant and eye-catching caricatures disseminating messages about brushing twice a day.
25-year-old Isha Inamdar, an assistant art director from Borivali West had gone to have bhel puri at a local vendor with a few friends, when she was pleasantly surprised to discover her bhel cone painted with stark messages. “Honestly, I do not brush twice a day, but after stumbling upon the message, I became aware of the benefits of maintaining oral hygiene. We even discussed the message amongst ourselves. I have stored the artwork in my car,” Isha told dna.
The message disseminated through 1.6 lakh paintings painted on bio-degradable paper in edible ink colours, reached out to about one lakh consumers through 50 bhel vendors in Mumbai. The campaign was designed and propagated by toothpaste company Pepsodent India. The paintings were collected from among the best drawn by 2.5 lakh kids in 425 schools spread across 39 cities over the period of one year.
Radheshyam Saini, a bhel vendor at Thakur Village in Kandivili said, “We distributed bhel to one thousand customers who were elated to receive their snack in a unique package.”
Seven-year-old Ruju Apoorva Shah, a third-grade student at Pamela St Joseph in Malad West was proud about having her paintings being seen by over a lakh people. “I feel very proud that my paintings are being well-received,” said a bubbly Ruju.
Pepsodent came up with the innovative campaign after noting that adults seldom brushed twice a day and needed to be educated about it in an interesting way. “We thought the best time to disseminate information was when they are having their evening snack at a bhel stall. The campaign has become a hit with close to 6,50,000 views on YouTube. Through the internet we have reached out to six times over the audience,” said Atul Sinha, Category Head – Oral Care, Hindustan Unilever Limited.
Watch the video here:
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