Description
Shockingly, 1 in 2 Indians still used fraying toothbrushes that harm their oral health. To counter this national blind spot, we had to show them the problem in a way they’d never unsee again. So, we used botanical photography to package this ‘typical Indian toothbrush’ as the discovery of an exciting new Indian flower species, named Indianis Dentris. Once word of this got media buzzing, a debut exhibition was held at Mumbai Botanical Garden and Zoo – Mumbai’s flagship sanctuary for rare and exotic plant species. Audiences saw mesmerising pictures of the flowers, filling their hearts with pride and awe. Complete with geo-coordinates and intriguing write-ups, exclusive footage of the flowers blooming was also available upon scanning the panels. When scanned, it exposed the flowers for what they really were, taking viewers to a microsite where they could immediately buy a new toothbrush. The truth was met upfront and directly, as audiences questioned their own toothbrushes.
