Brands unveil Braille-friendly products to help the visually challenged

In a simple way to help the visually impaired to identify and access the products easily, FMCG brands, including FCL (Future Consumer Limited) and ITC Savlon, introduced Braille-friendly packaging on World Braille Day, observed on January 4. FCL launched Braille-friendly packaging for its body wash brand ThinkSkin and ITC Savlon launched a Braille-enabled pack of Savlon Antiseptic liquid.

Future Consumer Limited

FCL launched Braille-friendly packaging for its body wash brand ThinkSkin with Ajay Kumar Reddy, Captain of Indian Men’s Blind Cricket Team. Priced at the rate of soap, the Braille-enabled ThinkSkin bottle is carefully designed for easy access and recognition of the bottle for the visually impaired. With an aim to upgrade customers from using soap to body wash, ThinkSkin is a new-age FMCG 2.0 approach by FCL and is available at Big Bazaar, Big Bazaar GenNXT, Nilgiris, Heritage and Easyday stores.

Ashni Biyani, Managing Director, FCL, said that Braille packaging is a small step towards assisting the visual impaired in their daily routine.

FCL will soon launch more Braille-friendly products in various other categories such as spices, sauces and multiple home care products.

The Campaign:

ITC Savlon

To help the visually impaired to identify and access the product easily, ITC Savlon has launched its Braille-enabled pack of Savlon Antiseptic liquid. The initiative is not only to raise awareness on Braille but also enable a design language that enables inclusivity.

Everybody gets hurt. And individuals who are visually impaired are no different. But access to antiseptic liquid is perhaps not as easy and they would need help to tend to the wound. This is a simple life insight based on which ITC Savlon initiated a design change for its antiseptic liquid packs.

ITC Savlon began engaging with this thought on World Sight Day with the support of National Association for the Blind (NAB). The Braille packs have been distributed to NAB centres in India. In the first phase of the initiative, a series of educative and interactive workshops in select blind schools in India have been conducted. In addition, Braille magazines, newspapers and radio form the core communication outreach for the initiative.

“Many of us have the gift of vision and not often do we realise 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,” said Pallavi Kadam, Executive Director, NAB.

Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited, said the initiative is a determined step forward to create more equal and inclusive society by enabling access.

Piyush Pandey

Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman India, Ogilvy, said the concept is extremely empowering and might mark a beginning in FMCG, which has a portfolio of everyday products.

To encourage inclusiveness and bring alive how a simple change empowers their everyday life, visually impaired individuals shared screen time as protagonists of two television commercials as part of the communication outreach.

The Campaign:

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