Title | ON WORLD SIGHT DAY, SAVLON TURNED MASS MEDIA INTO BRAILLE |
Brand | ITC LIMITED |
Product / Service | SAVLON |
Category | B01. Innovative Use of Print |
Entrant | WAVEMAKER INDIA Mumbai, INDIA |
Idea Creation | OGILVY MUMBAI, INDIA |
Idea Creation 2 | OGILVY MUMBAI, INDIA |
Media Placement | WAVEMAKER INDIA Mumbai, INDIA |
PR | WAVEMAKER INDIA Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Sonal Jadhav | Wavemaker | General Manager |
India is home to the world’s largest blind population – still they struggle to be part of the mainstream consideration and entertainment. Leading antiseptic brand Savlon took an initiative to include this population by re-launching its entire product packaging in Braille. This gesture made the pack accessible to visually-impaired also. We made this step of inclusivity leap onto mass media on ‘World Sight Day’, by including broadsheets, cover pages and cover stories in Braille in some of India’s leading newspapers. Our initiative enfolded the blind on mass media, and shook existing apathy towards them. Post our initiative, meaningful initiatives emerged, enfolding visually impaired into mainstream media. Incumbent Finance Minister, Shri Arun Jaitley donated 25 Million INR to Dainik Savera for this endeavor.
Inspite of being literate - the blind are not addressed by any mass media - as their literacy is different from masses. The pain of this snub makes them feel excluded. In its commitment towards an equitable and inclusive society - Savlon introduced a first of its kind packs with braille language - to enable easy access to the visually impaired. Our objective two pronged: Make the visually challenged more inclusive through mass media. And to influence the people at large who were turning a blind eye to them. On World Sight Day – a day recognized to bring global attention to visually challenged – we decided to bring this point of discriminiation onto mass media. We partnered with 2 leading newpapers – Dainik Savera Times and Vijayvani – and printed Braille newpaper. For the first time the visually impaired person woke up in the morning and read a braille newspaper.