Shillong: Durex The Birds and Bees Talk (TBBT), an impactful program by Reckitt, global leaders in consumer health and hygiene, once again made a significant mark at the highly anticipated Shillong Cherry Blossom Festival 2024. The event was inaugurated by Chief Minister Conrad K Sangma alongside Sniawbhalang Dhar, Deputy Chief Minister, Government of Meghalaya, Paul Lyngdoh, Hon’ble Minister of Tourism, Government of Meghalaya and Jyotiraditya M Scindia, Minister of Development of North-Eastern Region, Government of India, among other dignitaries.
With over 50,000 visitors each day, the two-day festival showcased stellar performances by global icons including R&B artist Akon, legendary disco band Boney M, British band Clean Bandit and Dutch Moroccan DJ R3HAB; Bollywood stars like Kanika Kapoor and Jasleen Royal as well as local favourites like Khasi Bloodz, SK Korn, Lucas, The Great Society, Rito Riba, and Queen Sensation.
In collaboration with Department of Health, Durex The Birds and Bees Talk sparked conversations about growing up life skills at the festival’s only and biggest Health pavilion. The Durex TBBT Arena featured a diverse range of activities, including a graffiti competition, 360-degree rotation camera booth, photo opportunities with TBBT mascots Joy and Bubble and exciting give-aways like postcards, fridge magnets featuring expressive art and bags. The pavilion attracted over 30,000 visitors daily from across states, including Gen Alpha, Gen Z and millennials. It served as a hub for engaging conversations on life skills, safe practices, and fostering healthy attitudes.
Durex TBBT emphasized its five key pillars – Inclusion, Consent, Protection, Awareness and Equity – through a dynamic graffiti competition curated by Pulak Rabha, a renowned Guwahati-based artist specializing in sculpture, painting, graphics and applied arts. Hosted in collaboration with National Health Mission Meghalaya, the competition offered young artists a platform to express their perspectives on the program’s core values. The jury included Mr. Ravi Bhatnagar, Director, External Affairs & Partnerships, SOA, Reckitt; and Ms. Flourish Lyngdoh, State Consultant, Rashtriya Kishor Swasthya Karyakram & Comprehensive Primary Health Care, National Health Mission Meghalaya.
The competition saw participation from thousands of candidates who travelled from hundreds of miles from far off districts of Assam, Meghalaya and West Bengal representing different tribes and showcased their exceptional talent on canvas. 11 standout participants were shortlisted to present their artistic interpretations of TBBT’s pillars live at the festival grounds, creating vibrant, thought-provoking graffiti. The winning artist, Shembhalang Thawbroi from East Khasi Hills, focused on the pillar of Protection, highlighting the importance of stopping harmful habits and empowering positive change. He was awarded a cash prize of Rs. 50,000. Other winners included Selwyn Anderson Suchiang (East Khasi Hills) and Noibid Borah (Nagaon, Assam), while special mentions were given to Albert Kurbah (East Khasi Hills) and Mrinmoy Boro (Kamrup, Assam), who also received cash prizes for their outstanding art.