Cultural / Context information for the jury

In India, there is a unique tradition followed by vegetable vendors. Whichever part they are from and whatever language they speak. While displaying vegetables on mobile hawkers, they always announce their arrival and advertise their products in an unusually loud and clear, sing-song call. People are accustomed to hearing and responding to these calls twice a day, every day. So the time in the morning and late afternoon when households prepare for lunch and dinner gave us a unique window to communicate our message. It is also common practice when certain vegetable vendors tend to the same household for years. That's why using the Hawker's Call as a medium was uniquely Indian and their engagement with the households a great opportunity.

Write a short summary of the ambient work.

The idea came from this unique tradition followed by Indian vegetable vendors who advertise their arrival in neighbourhoods with an unusually loud and clear, sing-song call. As a result, people are accustomed to hearing and responding to these calls twice a day, every day. We partnered with major vegetable vendor associations across states and with their cooperation embedded sanitization and safety protocols in every hawker’s call. Using the hawker's call to deliver sanitization and safety protocols in a safe, clear and memorable way twice a day. For example- “Take potatoes, take tomatoes, take onions, and keep washing your hands regularly.” Take brinjal, take cauliflower, take radishes…wear masks before going outside Take potatoes…take ridged gourd…take peas…. keep a distance of 6ft Take tomatoes. Take onions. Take cauliflower. Don’t forget to wash the vegetables.