PAPER BEDSHEETS

In a country of 1.4 billion people where the vulnerable fall through the cracks, it’s hard to imagine anyone more defenseless than the homeless children of Mumbai. We decided to create a disruption to get people to notice them, to underline the stark difference between their own children and these less fortunate ones. 

We noticed that newspapers are all these street children have to sleep on. So we packaged newspapers to look like bedsheets and placed them on store shelves along with fancy branded bedsheets, to bring home the glaring difference between the two, and ‘Comfy Kids’ sheets was born.

Agency
Ogilvy, Mumbai