Description
Despite several reminders, 1 in 2 Indians were still using flowering toothbrushes that harm their oral health. Something had to be done, differently. So we transformed the ‘typical Indian toothbrush’ into the illusion of an exciting new flower species: Indianis Dentris. Rather than relying on traditional media, we chose a pathbreaking approach – strategically placing Indianis Dentris: A Photo Journey at the Mumbai Botanical Gardens – a credible, curiosity-driven space that perfectly legitimised the illusion. Surrounded by the sights and sounds of the botanical garden, visitors were seamlessly immersed in the beautiful world of this new flower species. And when they scanned a QR code to see exclusive footage of the flower blooming, it brought them face-to-face with the harsh reality blooming in their own bathrooms. During this moment of self-realisation, viewers were guided to a microsite illustrating the dangers of flowering brushes, and prompting them to buy a new toothbrush
