Lowe Lintas 'sweetens' the deal for OneTouch

The agency has released a campaign, which propagates the habit of self-monitoring among diabetics in a friendly way

BestMediaInfo Bureau | Mumbai | February 18, 2015

Click on the image to watch the TVC.

Lowe Lintas Mumbai has unveiled a new campaign for Johnson & Johnson's brand of blood glucose monitors – OneTouch, titled “Khud Ki Care”, which propagates the habit of self-monitoring among diabetics in a friendly way.

The commercial captures the slice of life moments of a couple – played by Boman Irani and Simone Singh – in a light-hearted manner. Boman plays the doting and fun-loving husband, while Simone justifies her role of being a loving yet strict wife, who won't take it easy when it comes to her husband's health.

“Sugar monitoring in day-to-day life is extremely important to keep diabetes in check, and the film communicates this in a very nice, warm and friendly manner,” said Sarosh Bharucha, Group Product Manager, OneTouch.

On the creative approach taken for the campaign, Vasudha Narayanan, Executive Creative Director, Lowe Lintas, said, “Diabetes is a serious subject, so we thought that the communication should be light-hearted.”

The campaign comprises a master film, which informs diabetics why 'Khud ki Care' is vital. This main film is supported by three short films, which promote the habit of regular exercise and following a controlled diet along with getting blood sugar tested regularly. The campaign was launched extensively on February 14 across multiple TV channels, including GECs, sports, regional, etc., and will be supported by print, digital, radio, outdoor and so on.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: OneTouch

Creative Agency: Lowe Lintas

Client Team: Amit Raheja, Sarosh Bharucha

Creative team: Arun Iyer, Vasudha Narayanan, Dasmeet Singh, Girish Mandalia, Atin Ahluwalia

Account Management team: Shantanu Sapre, Pooja Mehta, Sneha Nair, Rachna Takawale

Account Planning team: Rishabha Nayyar, Abhinit Agarwal

Production House: Roshan Shetty Productions

Director: Roshan Shetty

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