Conscious Consuming is a social movement that is based around increased awareness of the impact of purchasing decisions on the environment and the consumers health and life in general. It is also concerned with the effects of media and advertising on consumers.
Through this Illustration campaign, I aimed to make younger Indian consumers take a second look at the popular products that were being shown and notice the different social messages that were brought out in each case. I worked on issues of racism, mental health and menstruation amongst other topics that aren't spoken about openly in Indian society, in order to start a conversation amongst the youth.
Illustration, Art Direction, Awareness Campaign
Models: Amala Mhaiskar, Krishnraj Soni | Photography by Vama Gupta