LAY’S AND SMILE FOUNDATION LAUNCHES ‘ARTWORK FOR HEARTWORK’ – ORIGINAL ARTWORK CONTRIBUTED BY ARTISTS AND BOLLYWOOD STARS!
- Over 100 art pieces contributed by 100 artists and 10 celebrities to support the unsung heroes like Farmers, Truck drivers, Shopkeepers and many more
- Original artwork listed on artandfound.co. All sale proceeds will go to Smile Foundation to procure Hygiene Kits
- Renowned actors like Sonu Sood, Arshad Warsi, Chitrangada Singh, Karan Tacker, Manushi Chhillar, and many more contribute paintings to fundraise for the cause
There has never been a more important time to give to the community than now. Artwork builds a bridge from creative visualization to encourage action for a cause.
New Delhi, August 17, 2020: As a part of the on-going #Heartwork initiative, Smile Foundation in partnership with LAY’S has launched a special exhibition ‘Artwork for Heartwork’. The initiative brings together India’s leading artists and celebrities to generate funds for procuring hygiene kits for the numerous unsung heroes like farmers, truck drivers, shopkeepers and many more such unsung heroes who have been working tirelessly during these challenging times. Through the initiative the artist community, which includes college students from National Institute of Fine Arts (NIFA), has come together to contribute towards these unsung heroes who have brought joy to the entire country. All the artwork will be showcased at one of India’s leading curated platform Art&Found (www.artandfound.co) and the sale proceeds from the exhibition will go to Smile Foundation to support the unsung heroes.
The initiative brings together art pieces of 100 local artists including painters, photographers and digital artists as well as close to 10 celebrities all of whom have made and donated original artwork for the “Artwork for Heartwork” cause. Some of the renowned artists include names like Shubhika from Papa Don’t Preach, Sabeena Karnik, Aniruddh Mehta, Hari & Deepti, Shiva Nallaperumal, among others. The initiative is also being supported by some of the popular Bollywood celebrities including Sonu Sood, Arshad Warsi, Chitrangada Singh, Karan Tacker, Manushi Chhillar, and Ishita Dutta, who have contributed sketches, acrylic work on canvas, charcoal work on paper and doodles to help raise funds for the initiative.
Sharing his thoughts on the initiative, popular actor Sonu Sood, said “The Artwork for Heartwork campaign by Smile Foundation and LAY’S is a great tribute to the unsung heroes of India. I am glad to be part of this initiative and showcase my gratitude by donating an acrylic painting as a tribute to their tireless efforts. Art as a medium has always inspired me to express more than words. I hope that all of us can come together and give these unsung heroes the care they deserve in every way possible.”
Expressing her thoughts on the association, Shubhika from Papa Don’t Preach said, “When art and heart comes together, they create a combination of big energy and delicate butterfly effect. Just like music can save the world, I believe art can have a similar impact. For this special initiative, I created a wall art in the shape of a bag with 3D embellishments and zari handwork. I hope this artwork celebrates the Heartwork and true dedication of our unsung heroes as each one of us holds the power to make a difference in someone’s life with a little art backed by a deep big heart”.
Sharing his thoughts Santanu Mishra, Co-Founder and Executive Trustee, Smile Foundation said, “We appreciate PepsiCo’s long-standing partnership with Smile Foundation launching the Artwork for Heartwork campaign. Through this unique fundraiser, we will enable artists, celebrities, and students to come forward and help raise donations to meet the current health objectives of the nation. Through showcasing artwork on Art&Found, we will enable consumers to purchase the art and be part of a larger movement wherein their contributions will be utilized to provide for hygiene kits in different parts of the country. This campaign is at the heart of our philosophy of ‘Civic Driven Change’ wherein we all come forward and extend support in the toughest of times.”
Expressing his thoughts, Aditya Mehta, Founder CEO, Art&Found said, “Artwork for Heartwork’ is an initiative that celebrates gratitude, reminding us to not take for granted those who work behind the scenes. The team at Art&Found is incredibly grateful to bring to life ‘Artwork for Heartwork’ – from briefing and problem-solving with the teams at Smile and Lay’s to working closely with artists and have their art sold to donate hygiene kits to unsung heroes, it’s an amazing full circle. This project has not only let artists create something meaningful but also be part of a great cause one would be proud to be associated with, and that which will be remembered for a long time.”
Commenting on this creative partnership, Dilen Gandhi, Senior Director and Category Head – Foods, PepsiCo India said, “Art is one of the strongest forms of expression and holds the power to drive action. With the Artwork for Heartwork initiative, we are channelizing the power of visual medium to create awareness and thank the tireless effort of numerous unsung heroes. We started the #Heartwork journey with music and have now transitioned to tapping creative visual art formats for this heartwarming campaign. We’re glad to partner with Smile Foundation and Art&Found to spearhead this heartfelt cause and support the community.”
In the four-week Artwork for Heartwork campaign, visitors can view the dedicated gallery here http://artandfound.co/artworkforheartwork, and upon successful purchase, the selected artwork will be delivered to the buyer by Art&Found.
LAY’S Heartwork campaign expresses gratitude towards those unseen heroes who work relentlessly against all odds to bring joy to millions across the country. At a time when consumers could not step out, what would have been considered a routine work was indeed Heartwork. In this campaign, the brand has partnered with Smile Foundation to provide hygiene kits to over 40,000 families and got leading singers to hum the heartfelt ode ‘Ye Heartwork Kehlata Hai’ to applaud the efforts of the unsung heroes. LAY’S has also collaborated with over 40 leading brands across the industry to thank them for their work during the lockdown phase in India by sharing special virtual branded LAY’S #Heartwork packs.
About LAY’S:
Launched in 1995 in India, LAY’S is one of the marquee brands from PepsiCo India and has always been known for bringing in flavours of the world along with Indian flavours that our consumers love. LAY’S has wide range of offerings under its umbrella, with unique and indulgent flavours that cater to both local and international tastes. It is available in six flavours. Consumers can also log into the LAY’S Facebook page at http://www.facebook.com/laysindia and follow us on Instagram at https://www.instagram.com/lays_india/?hl=en
About PepsiCo India
PepsiCo entered India in 1989 and has grown to become one of the largest MNC food and beverage businesses in India. PepsiCo India has been consistently investing in the country and has built an expansive beverage and snack food business supported by 62 plants across foods and beverages. PepsiCo India’s diverse portfolio includes iconic brands like Pepsi, LAY’S, Kurkure, Tropicana 100%, Gatorade, and Quaker. In less than two decades, the company has been able to organically grow eight brands, each of which generate Rs. 1000 crores or more in estimated annual retail sales and are household names, trusted across the country. PepsiCo’s growth in India has been guided by our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. “Winning with Purpose” reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of the business. For more information, visit www.pepsico.com
About Smile Foundation:
Smile Foundation is a national level development organization reaching out to more than 600,000 underprivileged children, youth and women directly every year through more than 250 welfare projects on subjects such as education, healthcare, youth employability, and women empowerment across 25 states of India. Adopting a life cycle approach of development, Smile Foundation focuses its interventions on children, their families and the community. Website – www.smilefoundationindia.org
Art&Found
Art&Found is a curated platform for affordable art. From online art to space styling and art projects to artist collaborations, we uncomplicate art while making it accessible. Check out art by top Indian artists on www.artandfound.co
