Masina Hospital, a heritage structure, was built in the early 1900s in central Mumbai. Its interiors still carry the detailing of the past, with ornate staircases and vintage photo-frames dotting its walls. Most of these frames showcase images of early 1900s Mumbai or the hospital's founder members.

When Masina Hospital briefed us about creating something to raise awareness for their recently launched digital detox program, the ambience of the heritage hospital became our source of inspiration.

We chose to showcase an early 1900s Maharashtrian (Mumbai is the capital of Maharashtra state) family portrait, but with all heads down to reinforce that mobile addiction would have affected any generation. We mounted this in a vintage frame in one of the busiest areas of the hospital - the central stairway. The idea was to use the familiar device of the photo-frame but in a surprising and memorable way.

Masina Hospital's interiors are dotted with vintage photo frames. This inspired us to create an image of an early 1900s family portrait but with all heads down, and mount it in a vintage frame to communicate our message to the people visiting the hospital.

'It's not your fault, the mobile would have been an addiction in any generation.'

We expected people to notice this because of the never before seen image of a 'family portrait but with all heads looking down' exaggerating the impact of mobile addiction. The idea was to create curiosity about this frame, connect with the message and therefore inquire about the digital detox program being offered.

To establish the contrast of an old frame showcasing a new behaviour of 'all heads down', we had to age the image and frame authentically, to attract our audience's attention.