Conceptualised by Lowe Lintas & Partners, the three-film campaign features Boman Irani and Simone Singh to emphasise on the significance of self-care in managing diabetes
BestMediaInfo Bureau | Mumbai | July 7, 2015
OneTouch, the brand of glucometers from Johnson & Johnson Diabetes Solutions (JJDS), has rolled out a campaign to highlight the need for frequent monitoring of blood sugar levels of diabetics as well as create awareness about the dire consequences of uncontrolled diabetes.
Lowe Lintas & Partners has created the campaign, titled âKhud ki careâ, which features actors Bomab Irani and Simone Singh as husband and wife to communicate this message to diabetic patients and their caregivers in a light- hearted manner through a series of three ad films.
Diabetes has emerged as one of the major healthcare concerns in India. According to a study conducted by the Indian Diabetes Federation, 65 million Indians are affected by Diabetes Mellitus. Simply cutting down on sugar intake would not suffice. In India, most patients go for a blood sugar level check once in four months. Blood sugar levels need to be proactively monitored once a day in order to prevent complications. In developed counties like the US and Australia, people suffering from type-2 diabetes test their sugar levels three times a day, whereas in India patients test their blood sugar levels once a week on an average.
Amit Raheja, Director, J&J India, said, âOneTouch is a leading player in the diabetes business. As of today, only ~25 per cent of diagnosed diabetics use a glucometer. At Johnson & Johnson, we believe our first responsibility is towards patients and, therefore, we focus on providing extremely high quality products at fair prices. Our goal is to partner with patients in leading healthier, happier and longer lives. We continue to rapidly expand our availability through retail chemists and online channels to ensure that patients can easily access OneTouch products.â
The three ad films feature Boman and Simone in real life situations, where a caring wife chides her husband to help him be aware of his existing state. The two advertisements that would be aired as TVCs feature Boman in the role of a stereotypical husband who wants to make tea with a little bit of sugar or do more crunches because of the Kaju Katli he had the previous day. Simone reprimands her husband and keeps a check on his blood sugar with the help of OneTouch. The third ad, which will be airing on digital platforms, shows Boman skipping in the presence of his wife for making it up for the samosas he had.
Sarosh Bharucha, Group Product Manager, Johnson & Johnson for OneTouch, commented, âWe chose Boman and Simone as our patient target group can relate to them. The commercial is typical of a household setting, with fun and banter, which we believe is very effective in communicating the importance of regular testing.â
Vasudha Narayanan, Executive Creative Director, Lowe Lintas & Partners, asked, âWho likes to diet or exercise? But diabetics donât have a choice. They, in fact, keep looking for ways to avoid it. Thatâs the insight we used for the âKhud Ki Careâ campaign.â
The 15-second TVCs, which reiterate the importance of blood sugar monitoring at home, broke across Hindi GECs, Hindi and English news channels as well as social media platforms on July 5, 2015.
Client: Johnson & Johnson Diabetes Solutions
Creative agency: Lowe Lintas & Partners
Creative Director: Vasudha Narayan
Production House: Roshan Shetty Productions
Director: Roshan Shetty