| Title | ART FOR NUTRITION - INDIA'S FIRST CROWD-SOURCED OUTDOOR |
| Brand | GLAXO SMITHKLINE CONSUMER HEALTHCARE |
| Product / Service | HORLICKS AAHAR ABHIYAN |
| Category | A05. Best Use of Ambient Media: Large Scale |
| Entrant | MINDSHARE Gurgaon, INDIA |
| Entrant Company: | MINDSHARE Gurgaon, INDIA |
| Advertising Agency: | KINETIC Mumbai, INDIA |
| Media Agency: | MINDSHARE Gurgaon, INDIA |
| Name | Company | Position |
|---|---|---|
| Ankit Vohra | Mindshare | Director - Strategy |
| Ruchi Sharma | Mindshare | Partner - Strategy |
| Muralidhar T | Mindshare | Partner - The Exchange |
| Sonali Malaviya | Mindshare | Principal Partner - Client Leadership |
| Sanjay Prakash | Mindshare | Senior Director - The Exchange |
| Adil Khan | Kinetic | Business Director |
| Arup Das | Kinetic | Investment Director |
| Prosenjeet Roy | Kinetic | Operations Manager |
When children espouse the cause of other children, society is bound to wake up and listen. The city was abuzz with news of children having virtually taken over the metro system in their efforts to draw attention to malnutrition. Horlicks' image as a thought leader and nutrition expert, was further strengthened and the Aahar Abhiyan got stupendous participation. As a result, 5 million rupees were collected to be handed over to the NGO partners of Aahar Abhiyan. This amount is being utilized at the ground level to reach out to 15000 families and help nourish 9500 children.
Kolkata's subway system is a virtual lifeline for the millions of people in their daily efforts to earn a living for their family and supporting the dreams of their young ones. The subway system also epitomizes the fast paced and self consumed aspect of the society that has become numb to the problems of its unfortunate members. We decided to break public inertia at this very location. We asked school children to create posters that depicted the horrors of malnutrition. These poignant pieces of art - 27000 of them - were then put up on the walls of the busiest metro stations of the city in a unique display of art for a cause. We created, perhaps, the first crowd-sourced outdoor ad - 6000 feet long. The otherwise dull and dusty walls of the stations were converted into art galleries and medium of social messaging at once.
Every second young child in India is malnourished. To address the malaise, Horlicks launched Aahar Abhiyan (Project Nutrition). For every bottle of Horlicks sold in the state of West Bengal, a rupee was contributed towards providing children access to better nutrition. The challenge was not only to spread awareness on the issue, but to make a mother - whose natural concerns are around her child's nutrition - to feel equally compelled to contribute to the nutrition needs of the unfortunate children of the society. Splurging millions on media to raise awareness about malnutrition would have made the cause superfluous.