Vasan Eye Care has launched a television campaign themed ‘Harbinger’. For Vasan Eye Care, which has done several campaigns targeting South Indian audiences, this is the first pan-India TVC. Maitri is the creative agency for Vasan Eye Care, while the film has been written and produced by Thinkpot Productions.
The film features a man dressed in Vasan Eye Care uniform carrying an illuminated ball through different terrains over great distances before reaching a house where he is welcomed by a young girl. She guides him to her grandfather who is visually challenged. The light from the ball man helps the old man recover his eyesight, establishing Vasan Eye Care’s proposition of ‘Enhancing Vision’.The film ends with the super: ‘We deliver the most precious thing in the universe... The universe’.
Raju Menon, director - operations, Maitri Advertising, said, “Vasan Eye Care has grown phenomenally well in the last few years with 150 hospitals across the country. And, we needed a communication which is global.” The brief, according to Menon, was about bringing people from darkness to light.
On the thought process behind the campaign, Manoj Pillai, director, Thinkpot Productions, said, “The multi-national presence of the brand needed a universal idea with a flawless execution on par with international standards. At the same time, it should not come across as alien to the domestic audience. That’s the thin line which has been kept intact throughout the making of this film in all departments.”
Pillai added, “For everyone, their dear ones are their universe. For the old man in the film, his granddaughter is the universe whom he has not seen. And this campaign is all about lighting the universe and lighting this old man’s world so that he is able to see his granddaughter.”
On the need for a pan-India campaign, Santhosh Kumar, head - brand communications, Vasan Eye Care, reasoned, “Though we have about 35 hospitals in the North and North East, we have not done any communication targeting these markets so far.”
Vasan Eye Care has 150 hospitals across the country and is rapidly expanding. The campaign will also hit TV screens in Sri Lanka and Dubai markets in February-March 2013, as Vasan Eye Care extends operations to those markets. The TVC is currently on air on most national news channels in India, and will soon hit theatres, besides national GECs and regional channels, according to Kumar.
Murali Govindan, producer, Thinkpot Productions, revealed that this was the first (Indian) ad film to be shot in Slovenia. It took three months of planning. People of 18 different nationalities worked on the campaign over a span of two weeks, with post production handled by Duckling & Sonne, Copenhagen.
Client: Vasan Eye Care
Agency: Maitri Advertising Works
Production house: Thinkpot Productions
Director: Manoj Pillai
Written By: Team Thinkpot
Cinematographer: Benjamin Shirley, ACS
Producer: Murali Govindan
Associate Director: Chaitra Shantaram
1st AD: Sara Isa Djukanovic
Line Producer: Agencija Bela, Slovenia - Nepu Sahinpasic, Netta Norro
Art Director: Jasmin Sahinpasic
Production Manager: Kole Kolisevski
Location Manager: Urban Pekle
Wardrobe: Walter Kobal, Natasha Lapornik
Make Up: Marjeta Borstnar Mini
VFX Supervisor: Thomas Stender, Duckling & Sonne
Post Production: Duckling & Sonne, Denmark
Music Director: Ram Sampath
Post Supervisor: Srikant kekare/Mehul Gori