SLUMS (HOUSING COLONIES) FOR WORMS

TitleSLUMS (HOUSING COLONIES) FOR WORMS
ClientGLAXOSMITHKLINE
Product / ServiceZENTEL
CategoryE02. Pharma, Vaccines & Biotech aimed at Non-Healthcare Professionals
EntrantMEDULLA COMMUNICATIONS Mumbai, INDIA
Idea Creation MEDULLA COMMUNICATIONS Mumbai, INDIA
Contributing COCKTAIL ART CO. Mumbai, INDIA

Brief Explanation

The task was to make patients visualise worms living in the intestine, in order to inspire action. And in India, what better way to visualise the worms encroaching, living in, and damaging the intestine than the ubiquitous slums? So, we constructed a unique 9X7 feet intestine-shaped slum for worms, made from material found in slums like paper, wood-shavings, plastic, cloth and tin – taking over 1,800 man-hours from 20 artists over a period of three months. A base intestine was hand-crafted with 3,500 mini-houses. 1-5 cm houses were built down to the last detail: Stairways, ladders, antennae and more. The giant installation was hand-painted and captured on camera, bringing alive each detail even in scaled-down 4-foot posters for clinics. These posters were put up in 30,000 doctor clinics across the country becoming the largest – in more than one way – waiting room communication ever for the brand in India.

Credits

Name Company Position
Mr. Praful Akali Medulla Communications Pvt. Ltd. Managing Director
Mr. Amit Akali Medulla Communications Pvt. Ltd. Chief Creative Officer
Mr. Vinayak Shinde Medulla Communications Pvt. Ltd. Creative Director
Mr. Ajay Takalkar Medulla Communications Pvt. Ltd. Creative Supervisor, Art
Mr. Apurva Parikh Medulla Communications Pvt. Ltd. Director, Pharma
Ms. Tanvi Parkar Medulla Communications Pvt. Ltd. Marketing Consultant
Mr. Huzefa Roowala Medulla Communications Pvt. Ltd. Content and Creative Director
Mr. Avadhut Hembade Qench Studioz Pvt. Ltd. CEO
Mr. Prashant Hande Medulla Communications Pvt. Ltd. Art Director
Team Cocktail Art Cocktail Art Co. Agency