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Brush twice a day, kids show the way

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Kids are smarter than adults, or so they proved by teaching their elders to brush twice a day. Diwali celebrations are in the air and while stuffing yourself full with sweets, don't forget to brush twice daily, they say.

In a unique initiative, the artwork made by over a lakh children across India was not restricted to the display in their classrooms but was distributed among close to 50 chaat and bhel vendors in the city. The artwork made by kids contained brilliant and eye-catching caricatures, disseminating messages of brushing twice daily.

Isha Inamdar, 25, an assistant art director from Borivali West, had gone with a few friends to have bhel puri at a local vendor when she was pleasantly surprised to discover that her bhel cone was painted with stark messages.

"Honestly, I did not brush twice a day, but after stumbling upon the message, I became aware of the benefits of maintaining oral hygiene. We even discussed the message among ourselves. I have stored the artwork in my car," Inamdar told dna.

The message disseminated through 1.6 lakh paintings, painted on biodegradable paper with edible ink colours, reached out to one lakh consumers through 50 bhel vendors in Mumbai. The campaign was designed and propagated by toothpaste company Pepsodent India. The paintings were collected from among the best drawn by 2.5 lakh kids in 425 schools spread across 39 cities over a period of one year.

Radheshyam Saini, a bhel vendor at Thakur Village in Kandivili, said: "We were asked to provide bhel in these colourful papers. We distributed bhel to one thousand customers, who were elated to receive their snack in a unique package."

Seven-year-old Ruju Apoorva Shah, a student of third grade at Pamela St Joseph in Malad West, was super proud at having her paintings being seen by over a lakh people. "I feel very proud that my paintings are being well received. I am aware that they were being used by bhelwallas to create awareness," said a bubbly Ruju.

Pepsodent came up with this innovative campaign after noticing that adults seldom brushed twice a day and needed to be educated in an eye-catching manner. "The best time to disseminate this information was when the adults were having their evening snack at a bhel stall. The campaign has become a hit with close to 6,50,000 views on YouTube. Through the Internet, we have reached out to six times over the audience," said Atul Sinha, category head of oral care, Hindustan Unilever Limited.

(To view the video where kids innovatively teach parents to brush by roping in bhel vendors, visit: https://www.youtube.com/watch?v=Hmgc6wjyuLQ

Connected with 2.5 lakh kids in 425 schools
Schools from 39 towns in India for 12 months.
1.6 lakh entries collected
48 Bhel vendors reached
Over 1 lakh consumers reached

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