Description
In a country of 1.2 billion, every second person owns a fraying toothbrush - a hidden culprit behind rising oral health issues that can trap bacteria, cause gum damage, cavities, sensitivity and more. Through a botanical photoshoot, we transformed these frayed and flowering bristles into a stunning and convincing flower species, accompanied by a simple yet arresting headline - ‘INDIA’S NEWEST FLOWER SPECIES’. And after this sensational statement stopped readers in their tracks, it led them to a revelatory QR-linked film exposing had been blooming in their bathrooms all along. With readership in the millions, print became the perfect medium to spark this change. Moreover, placing this message in the morning paper, close to when people brush their teeth, gave it an impeccable sense of timing.
