ITC's health brand Savlon has rolled out braille packs for the visually impaired to commemorate World Sight Day.
The campaign, created by Ogilvy India, features two spots, one in which a blind man who hurts himself while shaving and one of a woman who cuts herself on a knife while cooking. He then opens the cupboard and, by touching, is able to find the bottle of Savlon.
Savlon is further gifting the braille packs to NAB centres in Mumbai, Delhi and Kolkata.
Pallavi Kadam, executive director, National Association for the Blind (NAB), said: “It is an incredible step forward and I would like to thank ITC Savlon for this initiative. Many of us have the gift of vision and not often do we realize the everyday struggles of the visually impaired especially when everything around is designed for people with vision. A braille pack is not only enabling but also makes it easily accessible for all. Definitely, an inclusive beginning!”
Sameer Satpathy, chief executive, Personal Care Products Business, ITC Limited, said: “In line with ITC’s commitment to serve a larger societal purpose and to create enduring value for all stakeholders, Savlon celebrates World Sight Day with this unique first of its kind braille enabled packaging in the FMCG space. The initiative is a determined step forward to create a more equal and inclusive society by enabling access.”
Piyush Pandey, executive chairman, Ogilvy India said: “It is not commonplace to find clients like ITC Savlon who are not only rooted in the realities of their consumer but also have a heart that believes in inclusive and positive change.
"The concept of making the antiseptic bottle easily accessible through Braille, to the visually impaired, is extremely empowering. I hope this marks a beginning in a category like FMCG which has a portfolio of everyday products!”