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 was to use Vegetable vendors who were allowed to go everywhere during the lockdown and through their unique sing-song calls spread safety and sanitization protocols. 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. The Hawker’s Call was executed in more than 1000 cities and across 20+ states and union territories. Not only did these calls reach the public but other independent vegetable vendors also joined the movement. The hawkers transit through every locality in the morning when households prepare lunch and late in the afternoon when the households prepare dinner. So this gave us the opportunity to engage twice a day, every day with our audience.