Setu has rolled out a product called Setu Eye Max which aims to prevent eye damage due to excessive screen time.
For the launch of this a campaign consisting of two films has been conceptualised by ^ a t o m.
Both the films show a situation where a boss offers to take up his employee's work so that they can take some time off. The films then reveal that such a boss isn't available for all and hence they require Setu Eye Max to take care of their eyes due to the excessive screen time.
Nihaal Mariwala, founder, Setu, said, "“#AnkhonkaInsurance campaign is for our flagship vision product, Eye Max. Though nutrition is rarely associated with vision health, the reality is that superior plant based nutrition can help defend against the ills of blue light exposure. And thanks to all our horrible bosses, God knows that we definitely need some protection. With this integrated communication campaign, across multiple media channels, we hope to bring this idea to the fore."
Yash Kulshrestha and Anand Sen, national creative heads, ^ a t o m, said, "The work culture at many places is wrong and is not going to change overnight. There are going to be despotic and unreasonable bosses. While that changes, we want people to take care of their eye health in their own hands. We highlighted the sad reality and presented it in a contrasting funny manner. Vivek and Biswapati have taken our vision to the next level quite effortlessly. With the #AankhonKaInsurance campaign, we hope people understand the long-term eye damage and share better equations with their bosses."
Agency: ^ a t o m network (Mumbai office)
National creative heads: Yash Kulshrestha, Ananda Sen
Creative team: Ruchika Guha, Rajat Patekar, Rashmik Patel