Description
With 1 in 2 Indians still using a flowering toothbrush that damages their oral health, something needed to be done urgently. But simply telling Indians to change their toothbrush has no effect. Instead, tell them their country just achieved something incredible, and they’ll drop everything to find out. Leveraging national pride, we used botanical photography to package this ‘typical Indian toothbrush’ as the discovery of a new Indian flower species: Indianis Dentris. As media got buzzing, we held a debut photo exhibition at Mumbai Botanical Gardens where people truly felt they were witnessing a historic Indian moment. Complete with geo-coordinates and intriguing write-ups, exclusive footage of the flowers blooming was also available upon scanning the panels. And that brought viewers face to face with the harsh reality blooming in their own bathrooms, and drove a direct response by leading them to a microsite where they could immediately buy a new toothbrush on Amazon.
