Description
With 1 in 2 Indians still using a flowering toothbrush that damages their oral health, something needed to be done, and fast. To break this blind spot, we decided to show them the problem in a way they had never seen before. We used botanical photography to package the ‘typical Indian toothbrush’ as a breathtakingly beautiful flower species. Magnificent, intricate and colourful – the stunning images of these ‘exotic flowers’ were placed on billboards that paired the gorgeous botanical image with a photograph of the ugly, overused toothbrush it actually came from. A gentle, almost teasing line of copy held up a mirror up to the viewer's own habits, without ever lecturing them. The billboards became an ideal medium for this message that was aimed at stopping a long-running behaviour pattern among Indians. Deployed at high-traffic spots across the city, these hoardings reached scores of Indians from all walks of life, exposing the harsh reality blooming in their own bathrooms.
