Dr Agarwal's Group of Eye Hospitals has rolled out a campaign ‘choose what you see’, which aims to challenge the deep-rooted societal tendency of taking senior citizens for granted, while also highlighting the impact of the brand’s corrective vision surgeries.
Conceptualised by Lowe Lintas, the film begins with a mother requesting her neighbour to look after her son as she needs to run errands. However, due to the neighbour's vision problem, he pulls a side table with a planter towards himself instead of holding the boy's hand to lead him home. Observing his visual impairment, the mother hesitates to leave her child with him and decides to leave. However, when he returns to his house he is found playing carrom with his wife showcasing that his vision was clear and he wanted to do away with babysitting the neighbour's child. The film proceeds to highlight how Dr Agarwal's hospital can assist in restoring perfect vision.
Ayushman Chiranewala, chief marketing officer, Dr Agarwal's Group of Eye Hospitals, said, “The importance of fun in old age cannot be overstated. It translates to their emotional well-being, which relies largely on their quality of life. And nothing hampers the quality of life than poor eyesight. By restoring vision, we also enable them to gain back their positive outlook on life. This message has been carefully crafted by Lowe Lintas, and we do believe that ‘what you see and what you don’t should be your choice.”
Arpan Bhattacharyya, executive director, head of creative (copy), Lowe Lintas Bengaluru, said, “Old people want to have fun just as much as youngsters. But often, weak eyesight holds them back. Dr Agarwals corrective vision surgeries offer them a new lease on life and let them enjoy old age on their terms. Using the delightful pairing of Revathi and Anant Mahadevan, we wanted to deliver this message in a way that empowers senior citizens and opens their eyes to the possibilities out there.”
Agency: Lowe Lintas Bangalore
CCO and head of creative: Prateek Bhardwaj
President and branch head, South: Sonali Khanna
President planning, South: Kishore Subramanian
Executive director and head of creative (copy): Arpan Bhattacharyya
Executive director and head of creative (art): Litna Das
VP - account management: Syed Nabeel
Unit creative director: N Sukumaran
Creative director: Sahul Patri
Creative team and account management team: M. Sudeep, Nikhil Aditya and T Likith