Lay’s launches an art exhibition to raise funds for hygiene kits. This initiative aims at bringing together art pieces of about 100 local artists containing painters, photographers, and digital artists as well as close to 10 dignitaries, who have made and donated their original artwork for the ”Artwork for Heartwork” cause.
As a part of the #Heartwork initiative, PepsiCo India owned potato chips brand Lay’s has partnered with the Smile Foundation to launch a unique exhibition ‘Artwork for Heartwork’. This initiative brings together artists and the celebrities to help generate funds for providing hygiene kits for the many unsung heroes including farmers, shopkeepers, truck drivers, and many more who have been working through this crisis tirelessly even during these challenging times.
The initiative focuses to procure hygiene kits to over 40,000 needy families. All the artwork from the artist community, college students from the National Institute of Fine Arts (NIFA), and some celebrities will be exhibited at curated platform Art & Found, www.artandfound.co and the sale happens will go to Smile Foundation.
Commenting on the initiative, Dilen Gandhi, the senior director, and category Head, PepsiCo India said, “With this ‘Artwork for Heartwork’ initiative, we are routing the power of the visual medium to bring awareness and thank the tireless effort of many unsung heroes. We began the #Heartwork journey with music and have now changed to tapping artistic and imaginative visual art formats for this inspiring campaign.”
Some of the artists’ names include, Shubhika from Papa Don’t Preach, Aniruddh Mehta, Sabeena Karnik, Hari & Deepti, Shiva Nallaperumal, among others. This initiative was also being supported by Bollywood celebrities like Sonu Sood, Arshad Warsi, Karan Tacker, and Ishita Dutta, who have contributed their original sketches, acrylic work on canvas, charcoal work on paper and doodles to help lays raise funds for the initiative.
The art leg is a part of the larger ‘Heartwork’ campaign where Lay’s has collaborated with over 40 major brands across the industry, to thank them for their work during the lockdown episodes in India by sharing special virtual branded #Heartwork packs.
Santanu Mishra, the co-founder, and executive trustee, Smile Foundation said, “Through exhibiting the artworks on Art&Found, we have enabled the consumers to purchase the art and be part of this large movement wherein the contributions received and those collected will be used to provide for hygiene kits in different parts of the country”.