Description
1 in 2 Indians still use flowering toothbrushes that can severely harm oral health. And telling them to change has absolutely no effect. But tell them of a historic new national discovery, and they instinctively chime in with support. So, to break the national blind spot around toothbrushes, we tapped into this trigger by repackaging old, fraying brushes as a historic new Indian flower species. As national media got buzzing, we released the stunning first images of these ‘flowers’ on billboards, posters, press ads and a photo exhibition at Mumbai Botanical Gardens – a flagship sanctuary for rare flower species. Every asset mesmerised viewers, before delivering a dose of harsh reality through QR-linked films exposing the flower species. The films then led viewers to a microsite where they could instantly buy a new toothbrush on Amazon. Through each medium, the campaign immersed viewers in an illusion and primed them to receive an oral health message they’d never forget.
