Description
1 in 2 Indians still used flowering toothbrushes that harm their oral health. To counter this national blind spot, we used botanical photography to package the ‘typical Indian toothbrush’ as the discovery of a historical new flower species: Indianis Dentris. Once word of this got media buzzing, a debut exhibition was held at Mumbai Botanical Garden and Zoo, where audiences witnessed mesmerising photos of the flowers, along with intriguing lines – all leading them to a QR code that offered exclusive footage of the ‘flowers’ blooming. When scanned, it played a series of films that romanced the breathtaking beauty of these flowers, while slowly revealing them to be the ugly toothbrushes they were. And during this moment of self-realisation, each film also took viewers to a microsite where they could immediately buy a new toothbrush. What the exhibition perfectly set-up, the films flawlessly completed – reaching viewers at the precise time and place of maximum impact.
