PAAVNI WADHAWAN
Copywriter
AAAI - Young Lotus Awards
Chintu,
the street foodie
RECOGNIZED BY
A guerrilla campaign for food wastage presented from the point of view of an unusual food influencer.
01 - THE PROBLEM
India produces 78 million tonnes of household waste annually.
02 - THE OBSERVATION & INSIGHT
We order food extravagantly, mostly to post it on social media.
But what about leftovers? It could be a waste for you but a luxury for someone in need.
03 - THE IDEA
Your waste is my luxury.
To show the importance of consuming food wisely, we turned a ragpicker child into a food influencer and through social media posts showed what he consumes daily. But his food isn't aesthetic. It isn't even a proper meal – just leftovers from bins and back alleys.
04 - THE EXECUTION
OOH and print creatives were made to cause intrigue in readers' mind...
Leading them to the influencer's social profile
