By: M4G Bureau
Last updated : October 11, 2019 12:28 pm
To seek the attention of the cinema audience, a leading eye care brand leaves the audience visibly perplexed
Alcon teamed up with Khushi Advertising Ideas Pvt. Ltd., India’s leading cinema advertising agency, and together they created an ad to compel people to take notice. The 30-second ad starts with nothing but a blank screen with only sounds of birds chirping and a baby laughing. This continues for about 12-13 seconds and leaves the audience visibly perplexed. Some even wonder whether there is a projector malfunction, until the first visual comes up, which is only the text that reads - ‘1,20,00,000* people in India see the world like this’. Through the remaining
“Such strong messaging has left the audience shaken and I am sure, also awakened”, stated Vishnu Telang – CEO, Khushi Advertising. “The ad is a true example of how powerful, something so simple can be. No influencers, no flashy design, no product display and no logo presence through 98% of the ad. The simple yet impactful communication did the job brilliantly. I am certain that people will recall this ad and the effort of Alcon for a long time.”
Shourav Das, Senior Manager-Practice Development, Alcon India, averred “We wanted to bring the focus of both patients and care-givers on how cataract potentially lessens the quality of life. Following an eye surgeon’s advice and not
Gautam Dutta, CEO – PVR, praising Alcon and Khushi said, “This campaign is the perfect example of how cinema as a medium can be effectively used to spread awareness about health and social issues. Cinemas offer a captive and receptive audience who is more likely to absorb advertising communication and when the message is as powerful and relevant as this, the impact is massive. I am glad that Alcon and Khushi have made optimum use of this excellent advertising medium and created a campaign that is sure to open people's eyes to this grave issue".
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