Panasonic Lumix partnered with Dentsu Aegis Network's C Labs to bright the 'gift of colour' to colourblind photographers.
The digital campaign for the same was released ahead of Republic Day. Panasonic Lumix has a specially designed viewfinder lens that helps to saturate and balance colour. The film shows the struggle of colour blind photographer Hizol Chodhury. Chodhury had to otherwise rely on his team for colour correction and saturation of his work. Panasonic Lumix cameras fitted with a customised viewfinder, saturate and balance pixels which allow colourblind photographers to see colours just like everyone else.
Shirish Agarwal, head, brand and marketing communications, Panasonic India said, “Nearly 8 per cent of people in India suffer from some degree of colour-blindness, there only dream is to be able to see the world as we all see it. Through this campaign we wanted to bring alive the spirit of Republic Day by enabling those affected with the right to colours. Technology has always been at the core of our business and #RightToColour serves as a remarkable example of how innovative solutions can improve the lives of our customers.”
Gurbaksh Singh, chief creative technologist, Dentsu Webchutney, said, “We researched around the deficiency and found a simple solution to solve this problem – a special viewfinder for the camera. This allows a colour blind photographer to see the frame in rich vibrant colours before the shot is captured, subsequently boosting the confidence to capture the subject being photographed. There’s a huge community of colour blind photographers in India and this technology is a testament to their dedication and passion.”
Sandeep Sehgal, business chief, imaging business group, Panasonic India and SAARC, added, “Lumix as a brand celebrates photography as a medium to enable both the photographer and the subject to break away from any limitation and express themselves freely. Through this campaign, we are delighted to bring the gift of colour to colour-blind photographers. We are committed to making a difference by empowering people through our technologically advanced offerings and this is a testament to the same.”
Haresh Nayak, managing director, C Lab, said, “At C Lab we believe in creating solutions that enhance a consumer's experience and subsequently, their lives. This builds brand advocacy and loyalty. Every time we work on a project we are enthralled to see how technology is bringing solutions that one could only dream of. Our effort to bring colour back into the lives of colour blind photographers is an example of what technology can do.”