Description
For Trivandrum, the Jalakanyaka(Mermaid) statue at Shankumugham beach is the ultimate regional symbol of flawless feminine perfection. Meanwhile, breast cancer awareness is sanitised by polite pink ribbons, leaving women numb to standard medical warnings. To shatter this apathy, SP Medifort - a hospital brand, engineered a highly localised cultural glitch. To make the city care, we defaced the landmark they deeply connect with. We crafted an exact replica of this beloved local masterpiece as an experiential activation inside our hospital lobby. However, we amputated her breast, replacing it with a raw mastectomy scar, and asked the city: Noticed a change? Amplified across Trivandrum through bold OOH & posters, this controversial alteration of a revered icon sparked fierce, region-wide debate. By turning the city's own cultural fabric into a jarring mirror of mortality, this shock tactic successfully hijacked local attention, funneling visitors into immediate scan-to-screen check-ups.
