EnAble India releases films highlighting India’s overlooked disability consumer segment

EnAble India has launched two ad films that draw attention to one of India’s most underserved consumer groups: persons with disabilities, along with their families and caregivers. Developed by Lowe Lintas and produced by Crazy Few Films, the films use everyday realism and understated humour to show how inaccessible design continues to exclude millions of consumers from routine shopping and dining experiences.

The campaign is rooted in the idea of the Purple Economy, which positions persons with disabilities as a 150-million-strong consumer base with a spending power valued at more than INR 12 lakh crore. Despite this scale, many brands still design products, services and customer interfaces that overlook accessibility. With the International Day of Persons with Disabilities approaching on 3 December, the campaign frames inclusion not only as a social responsibility but as a missed commercial opportunity.

 

 

 

 

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The first film follows a wheelchair user who enjoys fashion and has the financial independence to shop at high-street brands. Yet she is unable to shop independently because most malls lack inclusive navigation routes, ramps and accessible entry points. The story ends with a humorous moment involving yet another online return, signalling that aspirations remain high even when environments fall short.

The second film features a man with vision impairment who loves dining out. Without Braille menus or audio support, restaurants inadvertently exclude him. The film concludes with a playful reaction to a simple home-cooked meal, underscoring how accessibility gaps limit experiences that others routinely enjoy.

Dipesh Sutariya, chairman and managing director, EnAble India, said brands often overlook the fact that persons with disabilities form a substantial consumer segment with defined preferences and buying power. He added that accessible design expands both inclusion and market reach.

Lowe Lintas kept the narratives grounded, while Crazy Few Films focused on authenticity and familiar settings. The campaign arrives as more global and Indian organisations adopt inclusive design, with over 200 institutions pledging support to the Purple Economy movement.

EnAble India aims to prompt deeper conversations across marketing, retail and hospitality about designing for diverse consumers. The films suggest that the real question is whether brands are ready to serve this segment.