Kinetic partners 'Horlicks Aahar Abhiyan' with GSK & Mindshare

Kolkata witnessed the inauguration of a unique exhibition of paintings under the ‘Art for Nutrition’ umbrella at the Park Street & Esplanade Metro stations. 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. 

 

This unique exhibition was inaugurated by Mr P B Murty, GM Kolkata Metro Railways Authority. Also present at the inaugural function, Mr Sunil Mehra, GM - 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.” 

 

Kinetic partnered with GlaxoSmithKline and Mindshare in pulling off one of the most unique OOH initiatives in recent years. Mr Amit Sarkar, National Director – Kinetic India states “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 & display of each painting, Safeguarding the paintings,  given such ‘True expression of young minds’ and identifying school names there after & many more. But, it was worth every effort & the ‘Initiative’ stood tall from the inaugural moment. We will look forward to such great engagements in future.