Chintu,
the sadak chaap foodie
Challenge: Food wastage & starvation is a big problem in India. Our task was to emphasis on the value of food & encourage people to stop wasting it.
Insight: Today, food is first consumed through social media. Internet is filled with drool worthy pictures of yummy treats but what about the food that is wasted?
Execution: The campaign would be launched through a gorilla OOH ads creating intrigue about a new food blogger directing people to his Instagram profile.
Idea: We created a social media food influencer who survives on leftover food. We named him Chintu (a common term used to call little boys) & made an Instagram profile for him filled with images of leftover & rotten food.
Effect: Visitors of the Instagram page were given an insight into what food wastage means. The food looked like what they would leave behind after every meal but that being the luxury of someone else got them thinking of what's the true value of food.
