DON'T EAT THE NEWS.

To make people realise that they were consumer newspaper ink-infused food, we replaced old newspapers that were being used as food wraps by street vendors with safe wraps printed with edible ink. The wraps carried a warning against eating in newspaper packaging, and also prodded the consumer to get health insurance.

Over 2,00,000 wrappers were printed and distributed to street food vendors in 20 cities across India between 5th January 2018 and 28th February 2018.

Inquiries at Religare Health Insurance increased by 210% post the initiative. But, the best part was, it spark a wide spread conversation in the news and on social media. Finally, the Food Safety and Standards Authority of India released a warning against consumption of food in newspaper packaging. A ban on newspaper packing for street food is reportedly on the cards.