MxMIndia

Author: mxmadmin

  • Conceptualized by the DDB Mudra Group

    Volkswagen India launches new brand communication

    By Our Staff

     

    Volkswagen India rolls-out its new brand communication ‘You’re in a Volkswagen’ that captures the true emotion of owning a car.

     

    Conceptualized by the DDB Mudra Group with media planning by PHD, the new consumer-friendly campaign takes a brand-first approach to build a robust emotional equity in the automobile market. You’re in a Volkswagen is inclusive: It’s about people & their families, the human moments that make Volkswagen, a Volkswagen. One must experience it, to understand the beauty of it.

     

    Ashish Gupta, Brand Director, Volkswagen Passenger Cars India, said: “Our new brand campaign is centered around a simple yet powerful idea – ‘the quintessential moments experienced by our customers in a Volkswagen’. It is a celebration of the passion, exhilaration, freedom and joy that’s experienced from being behind the wheel. The unforgettable journeys and memories that make every drive extraordinary in a Volkswagen. It’s a promise that we as Volkswagen offer our customers, German-engineering, safety and a fun-to-drive experience.”

     

    Rahul Mathew, Chief Creative Officer, DDB Mudra Group, added: “When you make cars for the love of driving and for those in the cars, then you become more than just a car – you become a feeling. And Volkswagen has always embodied this. It was now time for us to come out and say it – You’re in a Volkswagen.”

     

  • To present the interactive film 'Lost and Found in Singapore'

    Singapore Tourism Board partners with MX Player

    By Our Staff

     

    Singapore Tourism Board (STB), in partnership with MX Player’s content arm, MX Studios is set to unveil the interactive film on an Indian OTT platform. Titled ‘Lost and Found in Singapore’, this film introduces a choose-your-own path approach that invites viewers to actively shape the unfolding narrative against the backdrop of Singapore.

     

    A first-of-its-kind initiative by an NTO in India, this film captures and blends the elements that define Singapore’s character, creating an immersive exploration. Seamlessly integrating triggers for engagement, the interactive component promises a captivating experience. This collaboration caters to evolving preferences, especially among young Indian travellers. As audiences seek innovative ways to engage with travel content, ‘Lost and Found in Singapore’ offers fresh, firsthand inspiration. Through active involvement, viewers connect with Singapore’s attractions, weaving entertainment and exploration.

     

    GB Srithar, Regional Director, India, Middle East, South Asia & Africa, Singapore Tourism Board said: “We are pleased to partner with MX Player, bringing a unique experience to audiences across India through this pioneering film. As a leading lifestyle hub in the region today, Singapore is a n ever-evolving destination, and this dynamism is best showcased to discerning Indian consumers through equally innovative means. We believe that this partnership introduces a novel perspective of Singapore, introducing to the young Indian travellers the dizzying array of unique tourism experiences it offers. The interactive format deeply resonates with Indian viewers seeking innovative travel engagement, inspiring personalized journeys. Just as the film empowers viewers, Singapore transforms ordinary moments into extraordinary experiences, emphasizing our commitment to showcasing offerings that uniquely define the destination.”

     

    Added MX Player spokesperson: “Our viewers are always looking for dynamic and game changing storytelling on MX Player. This collaboration with the Singapore Tourism Board in creating the interactive short film, ‘Lost and Found in Singapore’ is one of its kind and introduces a new dimension to storytelling. We’re excited to bring audiences an engaging cinematic experience as it will allow viewers to actively select the narrative of their choice and will also showcase Singapore’s extraordinary trove of rich destination experiences through this film.”

     

  • As our country displays its scientific prowess to rest of the world, students with disabilities struggle to pursue STEM careers, writes Shruti Pushkarna

    Shruti Pushkarna: To the moon: But is equal access to education a distant dream?

    By Shruti Pushkarna

     

    Shruti PushkarnaYesterday, August 23, 2023, India made history. We became the fourth country in the world to soft land on the moon and the first to touch down near the lunar south pole. Prime Minister Narendra Modi proudly broadcast India’s prowess in technology and science to the rest of the world. The ISRO Chairman and his entire team were ecstatic with the monumental accomplishment. And so was the average Indian citizen.

     

    I was also glued to the television screen until the last few anxious seconds, and when the moment arrived, I leapt up involuntarily. Transforming into a cheering and cheerful compatriot.

     

    Journalists, analysts, space experts, engineers, politicians, and scientists drummed up enthusiasm for the country’s scientific expertise and technological innovation. Looking at the nation’s progress into outer space, one can only imagine how many young adults must be aspiring to join this technological revolution.

     

    More than 50 per cent of India’s population is below the age of 25. The success of this mission is bound to ignite a spark, encouraging students to pursue careers in Science, Technology, Engineering and Mathematics or popularly known as STEM.

     

    Out of the 2.68 crore disabled Indians, 17% are in the age group of 10-19 years, and 16% are in the age group of 20-29 years (as per Census 2011).

     

    It’s obvious that this young community too has ambitions and dreams. Fortunately, disability does not limit the imagination. Although limited imagination might prove disabling.

     

    There’s no denying that technology has grown leaps and bounds in the past few years, and that it has leveled the playing field for marginalized communities. But there is also no denying that millions of people don’t have equal access to quality education.

     

    Did you know that several students with vision impairment drop out of school after finishing Class 8? Did you know that most blind students are discouraged from taking up STEM subjects? Schools and colleges implicitly and sometimes even explicitly dissuade them from studying higher levels of science and maths.

     

    Science is not just a subject but a means to comprehend and explain our surroundings. It encourages students to reason and think logically. But the inadequacies in teacher training, lack of assistive tools and technology and inaccessible study material, keeps STEM subjects out of reach for students with disabilities.

     

    There’s also a lack of awareness among educational institutions, teachers, and the general public about the needs and potential of individuals with disabilities. This leads to discrimination and exclusion.

     

    A 2013 report published by Xavier’s Resource Centre for the Visually Challenged (XRCVC) cites: “A combination of fear, doubt, lack of knowledge, lack of teacher training skills, and resources have held STEM (Science Technology Engineering and Maths) education for blind and low-vision students the world over, and similarly in India, hostage. They have combined to give the false verdict, ‘It is not possible!’ These views, over time, have become institutionalized as part of education systems. This, in turn, has had significant impact on lives and career choices of blind and low-vision persons. When a trend or an experience becomes part of collective social consciousness for a long time, imaginations assume the power of truths, relegating fact to the realm of fiction. It is critical to the success of blind students that educators help dispel misconceptions among sighted students as to what blind people are capable of.”

     

    Despite the absence of systemic will and adequate investment in infrastructure, technology and training, role models continue to motivate aspiring scholars to pursue these disciplines.

     

    Dr Satendra Singh is a disability rights activist and a medical professional. He contracted poliomyelitis when he was nine months old but went on to complete a Bachelor of Medicine, Bachelor of Surgery and later on Doctor of Medicine in Physiology. He is an advocate for inclusive education and has worked to promote accessibility in medical education.

     

    Kartik Sawhney is a disability advocate, entrepreneur and technologist who works to empower people with disabilities using technology, community, and support services. He is the first blind student to pursue science education in high school in India. A computer science graduate of Stanford University, Kartik co-founded Project StemAccess (now I-Stem) that provides technical training, mentorship and hands-on opportunities to blind math and science students across the country.

     

    Dipendra Manocha is an advocate for people with print disabilities. He is the Founder and Managing Trustee of Saksham (NGO) and Director (Developing Countries) with Daisy Consortium, a network of over 100 global organisations registered in Zurich, Switzerland.

     

    Blind since childhood, Manocha has used technology to build a communications and training infrastructure that enables the disabled to put their abilities to work alongside other citizens in mainstream society.

     

    There are several organisations in India focused on providing STEM-skilling opportunities specifically tailored for persons with disabilities. The work of exemplary individuals and institutions is testament to possibilities of inclusive and accessible education and the impact on the lives of disabled students.

     

    Agreed that teaching STEM subjects can present unique challenges for educators, but these gaps can be bridged with inclusive infrastructure, accessible learning material, assistive technologies, online learning platforms, Virtual Reality (VR ) technology, communication aids, et cetera.

     

    More importantly, there is a need to address negative attitudes and societal stigmas for fostering a conducive education environment for all. While there are laws and policies in place, effective implementation at all levels, from government bodies to individual schools, is crucial. The process of ensuring quality education and opportunities for disabled youth requires focus, investment, and commitment from all stakeholders.

     

    It’s true that landing on the moon and educating disabled youth involves different challenges, priorities, and complexities. But they are equally important goals for a developing nation with a rapidly growing economy.

     

    Here’s hoping for a tomorrow where Indians will celebrate inclusion and equity with similar fervour!

     

    Wondering why MxMIndia publishes a disability advocacy column? Well, we strongly feel that the media can dramatically transform the world of persons with disabilities. And this series can help bring forth issues that the media must champion to create a truly inclusive and accessible India. To write this column, we invited Shruti Pushkarna, a former journalist who is now a disability inclusion advocate based in New Delhi. Her views here are personal. To access the archives of her 75-plus columns, please visit: https://www.mxmindia.com/category/ columns/shruti-pushkarna/

     

    If you have a view on the issues raise or would like to align with MxMIndia on this cause, write to us at editor [at] mxmindia.com.

     

  • For ICC Men's Cricket World Cup 2023

    Mastercard and ICC sign global partnership

    By Our Staff

     

    The International Cricket Council (ICC) has joined hands with Mastercard to become a Global Partner for the ICC Men’s Cricket World Cup 2023 to be held in India between 5 October and 19 November 2023.

     

    Mastercard’s tie-up with the ICC highlights the brand’s commitment to cricket and adds to the global technology company’s prestigious international sports sponsorship portfolio which includes associations with the likes of UEFA Champions League and the PGA Tour.

     

    ICC Chief Executive, Geoff Allardice said: “We are delighted to announce Mastercard as a global partner for the ICC Men’s Cricket World Cup 2023, the pinnacle event of the one-day game. Mastercard brings its rich experience of sports partnerships to the table, and the ICC is looking forward to collaborating with a renowned global brand to bring many benefits to cricket lovers around the world.”

     

    Chief Marketing and Communications Officer at Mastercard, Raja Rajamannar added: “Cricket is a huge passion for millions of people across the globe, particularly in India and South Asia. We are excited to partner with the ICC for the 2023 ICC Men’s Cricket World Cup, allowing us to bring fans closer to their passion for the sport. We’re dedicated to connecting our customers, cardholders and all cricket enthusiasts to priceless possibilities throughout the tournament.”

     

  • Avik Chattopadhyay on ecosystem of communication created around ISRO’s successful moon mission

    Over the moon, and how!

     

     

    By Avik Chattopadhyay

     

    Avik ChattopadhyayWe made it. Once again. The Indian “Space Programme”, since it kicked off with the setting up of INCOSPAR [now ISRO] under Dr Vikram Sarabhai in 1962, has been one of the best  ambassadors of Brand India. It has embodied the true Indian spirit of inquiry, ingenuity and innovation. The age-old scientific temper of one of the world’s oldest civilisations comes alive not merely in the number of engineers and doctors that go abroad to work but in those that consciously choose to stay back to create institutions and ecosystems which are global benchmarks. As someone quipped in a WhatsApp group, “The Chandrayaan 3 mission cost less than the budget to make the movie Aadipurush”.

     

    While a large part of the nation was glued to the news updates for 30 full minutes, what I find fascinating is the genres and variety of memes and messages that took off as soon as Mr Somnath announced: “India is on the moon.”

     

    This piece is about the unique ecosystem of communication that is created around key milestones, good or bad. The fact that the memes I share here landed on my phone within minutes of the milestone show that there are hundreds amongst us who have invested time in preparing them well in advance, both as individuals as well as organisations or corporates.

     

    I picked 17 specific memes from the close to a hundred I received across groups and individual contacts. The different levels of creativity are a wonderful sight to behold for they stand for the sentiment of the people at large. They can be classified as [a] celebratory, [b] topical and [c] corporate.

     

    The celebratory ones I share here range from the typical play of words to expected images to the excellent use of humour in the one on the right, shared below..

     

     

    Then we have the topical memes. With Raksha Bandhan coming up on the 30th of this month, there had to be one on that theme which was one of the more popular ones doing the rounds. Going by our obsession with Pakistan, there had to be one with a jibe at our neighbours too. It was however pleasant to learn of many from across the border wishing the mission all the very best on social media. I found the one about Pakistan very subtle as if implying that there is always a part of India in Pakistan.

     

     

    There are two memes which I loved. Not to be understood by most but those that did, enjoyed both of them. One was with Pink Floyd’s iconic music album “The Dark Side of the Moon”. Given that Vikram landed on the southern and dark side of the moon lent itself to this meme. Given it happens to be the album’s 50th anniversary, there could not been a better coincidental tribute, especially for a fan like me. And then there was this wickedly corny take on Nawazuddin Siddiqui’s character in “Sacred Games”. Both deserve to be archived.

     

     

    Then we have the corporates who wanted to encash on this achievement and show solidarity with the mission.

     

    The one by Amaron was ‘cute’ while the one by KFC was surely over the top but does bring a smile, something more apt in an issue of Mad.

     

     

    Then there were posts by the e-commerce guys which were absolutely pedestrian and so predictable. If you do not have a really powerful thought, you might as well not communicate. But the fear of not being seen doing something on such a momentous occasion gets the better of you. When the Chandrayaan had taken off, Ixigo had come up with a brilliant little film which spread like wild fire [maybe not the most appropriate term to use right now].

     

     

    Here is the YouTube link to the simply loveable Ixigo video.

     

    And then there was this really esoteric one by Lexus. Obviously, it is the moonscape of the future with a Lexus branded building and a launchpad…hopefully. I really did not get it. Hope the Lexus owners have.

     

     

    How can corporates messaging be discussed without sharing what Amul did. True to its DNA, it came up with yet another little masterpiece using their unmatched play with words. Very correctly, the true taste of India and the occasion.

     

     

    My last two mentions span from the ridiculous to the sublime. The former is a meme created by one Mr Krishanshu Garg about the supposed permanent imprint the Pragyan rover has left on the moon’s surface. Much before landing happened. Yet people, in the sheer enthusiasm and enormity of the situation, shared this as yet another “moment of pride”. Tells you that creativity can go seriously overboard at times.

     

     

    I finish with the one I would preserve as the image I would retain for life if asked to choose just one. Created by The Minimalist, it is indeed simple and sublime. Possibly the best tribute to all our fellow citizens who have given us this rare moment of celebration and pride! Jai Hind.

     

  • Created by Leo Burnett Orchard

    Bandhan Bank unveils its sonic identity

    By Our Staff

     

    Bandhan Bank unveils its sonic identity on the occasion of the Bank’s eighth-anniversary celebration. This sonic identity, ‘Call of Bandhan’, has been composed by music composer, Amit Trivedi.

     

    This musical piece is more than just a tune; it is a melody representative of what Bandhan Bank stands for – empowerment, freedom, inclusivity and warmth. In a world where multiple media with various sensory cues help build recall, Bandhan Bank has added a sonic identity to its brand assets to remind audiences of the brand.

     

    Apurva Sircar, Head – Marketing, Bandhan Bank, said: “Music has the power to evoke emotions without words. We live in a world where there is an overload of content and brands need to appeal to the audiences quickly by engaging several senses. The ‘Call of Bandhan’ has been composed keeping this objective in mind. We are deep-rooted in India and Indian culture, yet are a modern bank for all. Amit is a magician and he has captured this attribute of the brand very well. I am confident that the ‘Call of Bandhan’ will resonate with audiences and help us create a stronger recall.”

     

    Commenting on the association, Pravin Sutar, Creative Head, Leo Burnett Orchard, Bandhan Bank’s creative partner, added: “It is not every day that one gets to work on an assignment as important and exciting as this one. The key task was identifying what the ‘Call of Bandhan’ needed to capture. For us, it’s not just a tune, it’s a symphony of empowerment, inclusivity and warmth, the very emotions that Bandhan Bank embodies. I am happy that we worked with an artist like Amit Trivedi who knows the pulse of the Indian music lover.”

     

  • Partners with a collection of global influencers

    LG launches brand-new Life’s Good global campaign

    By Our Staff

     

    LG Electronics (LG) has launched its brand-new Life’s Good global campaign, carrying out various brand reinvent activities to introduce its more dynamic and youthful brand identity.

     

    Along with introducing its updated brand and visual identity, the new campaign aims to share the company’s philosophy and values. The company has been ceaselessly committed to embodying the true meaning of Life’s Good. To convey this message with a dynamic and youthful manner, LG launched its new brand and visual identity in April, under the banner of LG’s brand reinvent.

     

    LG has partnered with a collection of global influencers, all embodying the spirit of “brave optimists” and confidently carving their own paths, including American singer and actress Willow Smith; Australian national swimmer and singer-songwriter Cody Simpson; and Nigerian-Korean fashion model Jenny Park. Through these meaningful partnerships, LG aims to amplify the Life’s Good message, fostering inspiration and hope among customers around the world.

     

    Said Lee Jeong-seok, head of LG Electronics’ Global Marketing Center:  “LG is committed to actively communicating and providing innovative customer experiences that evolve with the times, recognizing the changing needs of customers. We aim to enhance our communication with customers by sincerely sharing our core value and the message of Life’s Good. Filled with optimism, this message will be delivered to customers worldwide at various customer contact points.”

     

  • With exclusive Gifting Range

    Haldiram’s launches Raksha Bandhan campaign

    By Our Staff

     

    Haldiram’s has recently launched a Raksha Bandhan campaign. Alongside its diverse range of delectable and well-designed gifting range of sweets, nuts & chocolates, as part of the Pyaar Ka Tohfa campaign, Haldiram’s has introduced a special box of assorted sweets.

     

    Speaking about the campaign, Divya Batra, Head of Marketing, Haldiram’s, said: “Raksha Bandhan is a celebration of the unbreakable bond between siblings, and Haldiram’s ‘Pyaar Ka Tohfa’ campaign beautifully captures the emotions and love shared between them. Our special gifting range including an assortment of signature sweets, nuts, and much more, etc., makes the perfect gift to express affection and appreciation to your beloved siblings.”

     

  • For the Brand and Infosys' Digital Innovation

    Infosys onboards Rafael Nadal as ambassador

    By Our Staff

     

    Infosys announced a three-year partnership with Rafael Nadal. The global tennis star is a perfect embodiment of what it takes individuals or business leaders to evolve and continually navigate their next.

     

    To mark this – Nadal’s first-ever collaboration with a digital services company – Infosys and Nadal’s coaching team are developing an AI-powered match analysis tool. This personalized tool will be available in real time to Nadal’s coaching team to simultaneously track insights from his live matches, when he is back on tour, along with historical data from his earlier matches.

     

    In addition, Infosys’ partnerships with tennis have also extended to serve communities around the world, a good example being STEM (science, technology, engineering, and mathematics) education, made engaging through the lens of tennis, to enable young children to develop a deeper appreciation for STEM studies together with Tennis Australia.

     

    Salil Parekh, Chief Executive Officer & Managing Director, Infosys, said, “It is an honor to welcome Rafa – one of the world’s most respected champion athletes and humanitarians – as an ambassador for Infosys. He is someone who personifies the spirit of always evolving, never giving up, utmost dedication and determination to give the very best in every situation. We are inspired by his approach, and it reflects our own aspirations to continuously evolve and always remain relevant for our clients.”

     

  • Unveils their latest Brand Campaign

    Mullen Lintas collaborates with Manipal Hospitals

    By Our Staff

     

    Mullen Lintas has unveiled a new advertising campaign in collaboration with Manipal Hospitals, aimed at inspiring individuals to prioritise their own wellbeing. The campaign encourages audiences to adopt a proactive approach to their health, ultimately preventing the need for reactive critical care situations.

     

    Said Karthik Rajagopal, COO, Manipal Health Enterprises Pvt. Ltd: “In today’s fast paced world, we often neglect our well-being in the pursuit of success, losing our quality of health. Following this insight, we decided to launch a brand campaign ‘The best gift that we can give to our near and dear ones is the gift of our own good health.’For this, I would like to applaud the efforts of Mullen Lintas and Director, Gauri Shinde, in bringing this idea to life. We’re grateful for this partnership and hope everyone will appreciate this message.”

     

    Sharing thoughts on the campaign, Hari Krishnan, CEO, Mullen Lintas added: “Healthcare communication has for a long time been about brands talking about themselves to consumers, almost in a one-way approach, about their expertise, facilities, infrastructure etc. We felt that the time is right to elevate the conversation. As one of the pioneers in modern healthcare in India, the onus of exemplifying thought leadership rests with Manipal Hospitals. With this as our guiding light, we conceived a campaign which, at its heart, is all about encouraging people to take care of their health so they never need to be taken care of in a hospital. It’s very bold in that sense, for a brand to consciously decide to not talk about themselves and the team at Manipal Hospitals deserves all the credit for taking this leap.”

     

  • There was no connection between the two events, that is the Prime Minister and the moon-landing. But this is India. Politicians rule, writes Ranjona Banerji

    The Moon, Modi, Manipur and the Media

    PM witnessing successful landing of Chandrayaan 3 via video conferencing. Picture (edited) source: Press Information Bureau

     

     

    By Ranjona Banerji

     

    Ranjona BanerjiIndia made history on August 23, when the Vikram Lander made a successful soft landing close to the South Pole of the Moon. No other space-exploring nation has managed this. It was a thrilling moment, when the graphic of the rover touched down on the moon’s surface and the control room burst into applause and cheers.

    A great triumph for India’s space programme, for the Indian Space Research Organisation (ISRO) and all the scientists involved.

    Of course, this is India. Therefore, the Indian media – most of it anyway – and the ISRO feed itself, had focused as much on the face of Prime Minister Narendra Modi as he watched the landing as it did on the landing itself. And then, before we heard anything about the landing, we had to hear the Prime Minister speak from South Africa. There was no connection between the two events, that is the Prime Minister and the moon-landing. But like I said, this is India. Politicians rule.

    The result of this was no science and all congratulatory hysteria. TV channels showed endless images of the moon-landing. All of these were computer generated, but it appears they forgot to tell their viewers. Or maybe the anchors themselves did not know. Who did they think took these images of the landing?

    Later ISRO released the first photos of the moon’s surface, one of which showed the leg of the lander.

    In all the coverage, very little was discussed about why we have undertaken this mission and what we expect to learn from it. You often hear people moaning about India’s lack of scientific temperament. Well, this is why. Our public science outreach is pathetic, science journalism is not encouraged and the result is ignorance. And when ignorance is coupled with jingoism, all you get is a general pall of stupidity.

    While on the Prime Minister and South Africa, the Daily Maverick, a South African online news publication with a weekly newspaper, put out an intriguing story, also on August 23. It stated that the Indian Prime Minister landed in South Africa for the BRICS summit and then refused to get off his plane at Waterkloof Air Force Base, because only a Cabinet minister had come to receive him. The headline called it a “tantrum”.

    This is of course a South African publication which owes no allegiance to the Indian government or the BJP. Shocking!

    The day before, President Cyril Ramaphosa had received the Chinese President Xi Jianping, who was on a state visit. PM Modi was not on a state visit.

    According to the Daily Maverick, Ramaphosa then had to despatch his deputy, who was busy with summit preparations, to receive Modi.

    https://www.freepressjournal.in/world/ pm-modi-refused-to-deboard-plane-as-sa-govt-sent-minister-not-prez-to-welcome- him-in-contrast-to-chinas-xi-report

    https://thewire.in/diplomacy/modi-brics-south-africa-plane-disembark-controversy

    So why have I not posted the original report from Daily Maverick?

    That story is as intriguing.

    It took the official system – and I include the BJP IT Cell here – time to respond to this story. Mind you, no Indian media had carried reports any such incident. Instead, they spun the usual tale of NRIs dancing for Modi.

    But people who went to the Daily Maverick site in a couple of hours, found they were blocked.

    According a series of tweets or Xs or posts on X by the Daily Maverick, they were forced to bar India from accessing their site because of a massive cyberattack from India, attempting to take down their site.

    Later, the South African government denied the Daily Maverick claim, while the Daily Maverick stuck to its story (screenshots attached).

    Even now, most Indian media houses have found it difficult to report on this. The Free Press Journal was the first however to show its calibre and courage. And others like The Telegraph, the Newsminute, Wire followed. But for our “godi” or lapdog media, cue in the outrage at a foreign publication daring to report unfavourably on Modi.

    While on the Newsminute, here’s an excellent report, in a fine series, from Manipur. You know, the place not as far as the moon or South Africa, which PM Modi barely acknowledges exists. Almost four months of anarchy, civil unrest, death and destruction there now.

    https://www.thenewsminute.com/article/walked-all-day-four-kids-kuki-woman-recalls-horror-fleeing-her-village-181488

     

    Ranjona Banerji is a senior journalist and commentator. She writes on MxMIndia on Tuesdays and Fridays. Her views here are personal.

  • Conceptualized by Edelman India and Alcon

    Alcon Eye Care launches patient education campaign

    By Our Staff

     

    Alcon eye care has launched a patient education campaign, ‘See Brilliantly, Live Brilliantly’, to increase awareness of the benefits of cataract surgery.

     

    The campaign, conceptualized by Edelman India and Alcon, captures patients’ emotions when cataract gets in the way of pursuing their passions or cherishing life’s precious moments with family.

     

    Commenting on the launch of this campaign, Amar Vyas, Country Franchise Head & Country Manager of Alcon India, said: “The Alcon Eye on Cataract global survey showed that globally and in India, vision is the most important aspect as people age. For adults aged 50+ years, cataract is the most common vision condition. Those awaiting cataract surgery look forward to going about everyday activities such as reading, driving, and using electronic devices with ease. Our campaign highlights that today, cataract surgery and advanced cataract solutions offer patients clarity of vision while reducing the need for glasses and positively impacting their lives.”

     

    Adhitya Veeraraghavan, Health Sector Head, Edelman India added: “The insight that drove this campaign is that cataract surgery is one of the most performed procedures, and yet, patients do not always understand the various lens options available or how choosing the right lens can affect the quality of vision and life post-surgery. Cataract surgery is a once-in-a-lifetime procedure that can help revive vision and vitality for patients. With people living longer, staying active requires eyesight that supports their lifestyle and vision needs. Our task was to educate patients about cataract surgery in an emotional and engaging way so that they can have informed conversations with their doctors.”