Cannes Contenders 2023: VMLY&R India

Malaria and dengue are some of the largest contributors to India’s mortality rate of children under the age of five. Almost 50% of all these deaths are from tribal settlements that fall in lower economic groups. Their homes do not have proper windows and doors and are often unprotected from mosquitoes. 

 

Maxx Flash, a mosquito repellent brand wanted to help and provide an effective way for young mothers to protect their newborns. 

 

The objective was to get mothers to adopt the habit of using a mosquito-repellent to protect their babies without changing their traditions. 

 

We wanted to introduce a solution in two states reaching around 50,000 mothers at a minimal cost of $0.21 per family.

 

Arogya Bindu is 100% safe for the baby’s sensitive skin and protects the baby for up to 4 hours. It is made with ICMR (Indian Council of Medical Research) approved natural ingredients.

 

The cultural taboo around menstruation means millions of young women in India go through their cycle without really knowing what their bodies are going through. This lack of information perpetuates a preventable cycle of silence and shame, and even leads to 23% of girls in India to drop out of school when they begin to menstruate. So, we used a comforting beverage that's part of India's DNA to open the conversation and guide them through each day of their menstruation.

 

Introducing Tea Cycle. A 360 calendar with 28 unique tea blends - one for each day of their period. Designed to guide girls through the physical, hormonal, and emotional changes happening during their cycle. Each tea bag not only educated them on what's happening, but also helps ease the symptoms that show up on that day.