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LAY’S & SMILE FOUNDATION BRINGS TOGETHER LEADING B-TOWN CELEBRITIES FOR ‘ARTWORK FOR HEARTWORK’ INITIATIVE

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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.

Mumbai, August 18, 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. All the artwork will be showcased at one of India’s leading curated platform Art&Found (www.artandfound.co) and all the sale proceeds from the exhibition will go to Smile Foundation to support the unsung heroes.

The initiative brings together art pieces of close to 10 celebrities as well as 100 local artists all of whom have made and donated original artwork for the “Artwork for Heartwork” cause. Some of the popular Bollywood celebrities supporting the initiative include 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.

Expressing his thought on the initiative, 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.”

Talking about the initiative, actress Manushi Chhillar who is all set to debut opposite Akshay Kumar in YRF’s biggest historical Prithviraj said, “While we have been fortunate enough to take care of ourselves by staying indoors, there are several heroes like our farmers, truck drivers and many more who have been out, day and night, to deliver us joy in every form, with not just their hard work, but heartwork. Today, through this artwork for heartwork initiative, I’m expressing my gratitude to all these heart workers with the team Smile Foundation. They will be supporting these unsung heroes with hygiene kits. You can view/buy this special artwork of mine by visiting www.artandfound.co and showing your support. And also, most importantly, if you can’t find time to help these people out on yourself, you can also go to www.theheartwork.support and show in as much support as you want.

Bollywood’s power-house Arshad Warsi, who used acrylic paints on canvas to create artwork, said “They say a picture can speak a thousand words. It brings me great joy to join hands with Smile Foundation and LAY’S for their Artwork for Heartwork initiative, to support the unsung heroes who are tirelessly working each day to bring joy to millions. As a token of gratitude, I am doing my bit by donating this specially curated acrylic painting that is very close to my heart. I believe that art as a media transcends all barriers and I couldn’t have expressed it any better. These heroes deserve it all!”

Indian television heartthrob, Karan Tacker also spoke about this experience as a contributor for the initiative. He said “I am sure that the current time has taught us all innumerable lessons which will shape our future. My biggest takeaway has been to never give up and work for the collective good for our community. The Artwork for Heartwork initiative by Smile Foundation and LAY’S has made me realize that for some efforts never stop, such as farmers, truck drivers, retailers and more unsung heroes who bring joy to millions. To reciprocate their efforts, I am delighted to donate my artwork and I hope to bring safety and joy in their lives. “

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.”

You can visit the dedicated gallery here http://artandfound.co/artworkforheartwork, and upon successful purchase, the selected artwork will be delivered to the buyer.

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 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.

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