OneTouch (Glucometer) has rolled out three 15-second TVCs as part of its 'Khud ki care’ (Care for self) campaign. The campaign sees Boman Irani and Simone Singh play a married couple. The campaign has been conceptualised by Lowe Lintas and has been on air since 5 July.
The films reiterate the importance of blood sugar monitoring at home and will be seen on Hindi GECs, Hindi and English news channels as well as social media platforms, informed an official statement.
The films feature Singh as the caring wife reminding Irani of his diabetic condition, and reprimanding him when he indulges in sweets.
One of the films (above) opens with Irani doing crunches in the morning while Singh does her Yoga. Irani is seen struggling to get past nine and eventually giving up. Singh playfully tells him that if only he has said no to ‘Kaju katli’ (Indian sweet) he wouldn’t have to struggle so much. Irani is quick to retort saying, “Meethe ka phal mehnat hota hai” (the fruit of sweet is hard work). The film fades to a super of the product as a voice over says, “Kaju katli jeeti ya crunches? Paach second mein check karo. One Touch... Khudh ki care” (Find out in five seconds whether crunches won or sweets).
View the other films in the series here:
Sarosh Bharucha, group product manager, Johnson & Johnson (for OneTouch), said, “We chose Boman and Simone as our patient target group can relate to them. The commercial is typical of a household setting, with fun and banter, which we believe is very effective in communicating the importance of regular testing.”
Vasudha Narayanan, executive creative director, Lowe Lintas and Partners, said, “Who likes to diet or exercise? But diabetics don't have a choice. They, in fact keep looking for ways to avoid it. That's the insight we used for ‘Khud Ki Care’ campaign.”