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Kinetic partners ‘Horlicks Aahar Abhiyan’ with GSK and Mindshare
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network2media Bureau   
Monday, 28 May 2012 09:00 (IST)
Unique initiative KOLKATA: On May 23, 2012, Kinetic partnered with GlaxoSmithKline and Mindshare in pulling off one of the most unique OOH initiatives in recent years in Kolkata. The city witnessed the inauguration of a unique exhibition of paintings under the ‘Art for Nutrition’ umbrella at the Park Street and Esplanade Metro stations.

For a noteworthy cause 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 stations 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.

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

Amit SarkarAmit Sarkar, national director – Kinetic India, stated, “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, given such ‘True expression of young minds’ and identifying school names thereafter and many more."

Aesthetics with a purpose Sarkar concluded by saying, "But, it was worth every effort and the initiative stood tall from the inaugural moment. We will look forward to such great engagements in future."

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