Savlon introduces braille-enabled packs on World Sight Day

ITC Savlon has introduced braille-enabled packs of Savlon antiseptic liquid designed to enable the visually impaired to identify and access the product easily.

The brand has also launched an ad campaign to promote this initiative. The thought behind the initiative was that everybody gets hurt and visually impaired individuals are no different. But access to an antiseptic liquid is perhaps not that easy and they would have to wait for somebody to help tend to the wound. This thought also forms the core of the two ad films — “Agar chot aasani sey lage, toh madat bhi aasani se milni chahiye”. The TVCs bring alive the insight through some everyday situations.

Speaking about the initiative, 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

Commenting on the initiative, 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!”

The TVCs:

Credits:

Client: ITC

Brand: Savlon

Agency: Ogilvy India

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