Description
1 in 2 Indians still used fraying toothbrushes that trap bacteria, cause gum damage, cavities and other oral health problems. 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. Soon after, 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, leading to a microsite where people could immediately buy a new toothbrush. The truth was met with shock and disgust, as audiences questioned their own toothbrushes
