Medtronic has launched ‘Say Yes to a Better Tomorrow’, a new awareness campaign in India focused on improving public understanding of Parkinson's disease. Developed in partnership with popkorn, part of the Value 360 Group, the campaign aims to move conversations around Parkinson’s disease beyond clinical discussions and into everyday family experiences.
The campaign addresses the growing prevalence of Parkinson’s disease in India, where more than one million people are currently living with the condition. With the country’s ageing population expected to increase the number further, the initiative focuses on creating greater empathy and awareness around the realities of living with the disease.
At the centre of the campaign is a film titled ‘Sorry Dadu’, which explores the relationship between a grandfather and his grandson. Through everyday interactions and shared family moments, the film depicts how Parkinson’s affects movement, independence and daily life. Told from the perspective of a child, the narrative aims to present the symptoms and emotional impact of the condition in a relatable and accessible manner.
Rather than focusing solely on medical terminology, the campaign uses family storytelling to highlight the emotional and practical changes Parkinson’s can bring to households. The communication seeks to reinforce the importance of timely support, care and treatment while encouraging more open public conversations around neurological conditions.
The campaign positions awareness and empathy as central themes, highlighting how understanding and support from family members can play a role in improving quality of life for people living with Parkinson’s disease.
Prateek Tiwari, senior director, neuroscience, Medtronic India, said, “At Medtronic, our Mission is to alleviate pain, restore health, and extend life. Parkinson’s disease does not only affect movement; it can gradually take away a person’s independence and their role within the family.”
Tiwari added, “‘Say Yes to a Better Tomorrow’ is a public awareness initiative that aims to educate everyone about Parkinson’s and the treatment options that helps to manage and build a better tomorrow. When healthcare technology restores confidence and independence, it does more than treat a condition. It helps people continue to show up as the heroes their families have always known them to be.”
Speaking about the creative approach, Ritika Jaiswal, vice president, popkorn, said: “There is a quiet, specific kind of heartbreak in watching the person who once carried you on their shoulders become the person you now have to hold up. With 'Sorry Dadu,' we wanted to capture that shift, the moment you realise your hero is human, and the tender, urgent race to make sure they know they're still your world.”
The campaign reflects a growing trend in healthcare communication where brands are using emotionally grounded storytelling and family-centric narratives to make conversations around health conditions more accessible and relatable to wider audiences.
