OneTouch highlights the ‘sweet’ side in the life of a diabetic

OneTouch has rolled out an ad film titled, ‘Khud ki care’. Conceptualised by Lowe Lintas, it features Bollywood actors Boman Irani and Simone Singh. The campaign was launched on 14 February across multiple GECs, sports and regional channels.

The film looks to encourage the habit of self-monitoring among diabetics. The film begins with the couple walking out of a function and Irani commenting on how good it was. Singh notes that the reason Irani had fun is because he had sweets even though he was a diabetic. When Irani tries to rationalise this be saying, yeh ‘chalta hai’ (happens), Singh tells him that this indeed ‘chalta hai’ (walks) and makes him exercise till he reaches home. She goes on to make him take the stairs and then deprives him of his morning tea.Knowing this was coming, annoyed Irani goes over to his bed and administers a home blood sugar test. Seeing that his sugar is under control, Irani smugly walks back to his wife and begins to drink her tea. The voiceover says, “One touch. Khud ki care”

Sarosh Bharucha, group product manager, OneTouch, said, “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 a friendly manner.”

Vasudha Narayanan, executive creative director, Lowe Lintas added, “Diabetes is a serious subject so we thought that the communication should be light-hearted.”

The campaign comprises a master film supported by three short films. The campaign will straddle across print, digital, radio, outdoor mediums.

Credits

Client: OneTouch
Creative agency: Lowe Lintas
Cleint Team: Amit Raheja, Sarosh Bharucha
Account management: Shantanu Sapre, Pooja Mehta, Sneha Nair, Rachna Takawale
Account planning: Rishabha Nayyar, Abhinit Agarwal
Production house: Roshan Shetty Productions
Director: Roshan Shetty