Lowe Lintas Bangalore has created a multi-film campaign for Dr. Agarwal’s Eye Hospital to establish realistic dialogues about eye health. The marketing films, featuring S V Shekhar and Ratna Pathak Shah, offer a lighthearted look at how individuals in their senior years seek timely eye care and go on to achieve their aspirations.
With the campaign, the company seeks to break away from the strict communication code of a conventional problem-solution strategy used by this category by presenting a higher-order advantage to elderly individuals and their families.
The innovative campaign uses comedy to stand out not just in the category but also in the media clutter, establishing Chennai-based Dr. Agarwal’s Eye Hospital as one of the country’s leading eye-care specialists.
“We think that eye surgery may be life-changing,” said Ayushman Chiranewala, CMO of Dr. Agarwal’s. The campaign’s goal is to demonstrate the significant impact that restoring clear vision through eye surgery at Dr. Agarwals can have on the quality of life of older folks. Eye surgeries are no longer frightening but relatively straightforward treatments that may provide seniors and everyone else a fresh lease on life to enjoy their new innings with updated surgical methods. “Our approach uses a lighthearted tone to dispel any fear that a surgical treatment can cause and to emphasise that eye procedure are now safe, rapid, and, most importantly, transforming.”
Today’s seniors are no longer content with a sedentary existence after retirement; they pursue hobbies, travel, establish new enterprises, and so on. They want to live life with newfound zest now that they are in their second innings.
Eye health is seen as a critical impediment to attaining their new goals. Based on this knowledge, the commercial films depict how corrective operations at Dr. Agarwal’s provide people with improved vision and a new lease of life to pursue their interests and hobbies.
Sonali Khanna, Executive Director and Branch Head, Lowe Lintas Bangalore, explained the creative concept behind the campaign: “As the expression goes – ‘Getting old is mandatory; feeling old is optional!” Nowadays, senior folks are significantly more active, with a good outlook on life and health.
Our most recent ad for Dr. Agarwal’s is a celebration of their indomitable spirit, focusing on their eagerness to learn. We’re delighted that Dr. Agarwal shared our passion for a happy storey, and we’re convinced that their clients will, too.”
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