MUMBAI: Health and hygiene brand, ITC’s Savlon on World Sight Day has introduced Braille enabled packs of Savlon Antiseptic liquid.
In line with ITC’s commitment towards an equitable and inclusive society, the first of its kind braille enables packs have been designed not just to enable access but also in its simple way help the visually impaired to identify and access the product easily. This proactive initiative exemplifies the brand’s commitment to an empowering consumer experience.
National Association for the Blind (NAB) executive director Pallavi Kadam says, “It is an incredible step forward and I would like to thank ITC Savlon for this 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.”
The genesis is a simple life insight – Everybody gets hurt. And individuals who are visually impaired 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 forms the core of the new Savlon film and is the genesis of this initiative - “Agar chot aasani sey lage, toh madat bhi aasani se milni chahiye”. The TVC narrative brings alive this simple insight through some everyday situations and is designed to provoke thought and encourage inclusiveness.
ITC chief executive for personal care products business Sameer Satpathy says, “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.”
Ogilvy India executive chairman Piyush Pandey adds, “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.”
As conceptualised by Ogilvy India, ITC Savlon leverages its power of design thinking to launch the braille enabled Savlon Antiseptic liquid packs, today. The new packs are being made available across retail outlets beginning today and will soon be available across India. On World sight day, Savlon is gifting the braille packs to NAB centres in Mumbai, Delhi and Kolkata.
