Horlicks engages school children with unique OOH campaign

More than 25,000 paintings by school children have adorned the walls of Kolkata metro stations to draw attention to the issue of malnutrition

e4m by exchange4media Staff
Updated: May 28, 2012 6:39 PM
Horlicks engages school children with unique OOH campaign

Kolkata witnessed the inauguration of a unique exhibition of paintings under the ‘Art for Nutrition’ umbrella at the Park Street and Esplanade metro stations early last week.

The exhibition – a part of ‘Horlicks Aahar Abhiyan’ by GlaxoSmithKline Consumer Healthcare (GSKCH) and Child in Need Institute (CINI) – is an expression of support extended by 25,000 school children of Kolkata. Walls of Kolkata Metro station have been transformed into a huge canvas for these paintings that highlight the children’s interpretation of nutrition and its importance for a child’s growth.

Kinetic partnered with GlaxoSmithKline and Mindshare in pulling off this unique OOH initiative.

This unique exhibition was inaugurated by PB Murty, General Manager, Kolkata Metro Railways Authority.

Commenting on this initiative, Sunil Mehra, General Manager – East, GSKCH said, “We have got a phenomenal response from Kolkata and have received more than 25,000 paintings from various schools. It is delightful to see how every child has a different interpretation of the issue and has captured it brilliantly on canvas. We are confident that this exhibition will be a great way to raise awareness about the issue of malnutrition in West Bengal.”

Talking about the execution of the campaign, Amit Sarkar, National Director, Kinetic India said, “Horlicks Aahar Abhiyan is a great initiative to be associated with. Given the stringent timelines we were operating in, it indeed was a daunting task spanning through permissions, security, selection of paintings, space identification for the exhibitions, lamination and display of each painting, safeguarding the paintings, identifying school names, etc. However, it was worth every effort and the initiative stood tall from the inaugural moment. We will look forward to such great engagements in the future.”

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