To reinforce its brand positioning, Vasan Eye Care has come up with its first national campaign. From campaigns such as ‘Naanga Irukkom’ (We are there for you) in Tamil and ‘Hum Hain Hamesha Aap Ke Liye’ in Hindi, Vasan Eye Care has kept its message simple. The latest campaign banks on storytelling to get the message across.
Titled ‘Harbinger’, the campaign is built on the insight that vision being the most precious thing in life, Vasan Eye Care is there wherever one wants it to be with an aim of delivering the best services.
Elaborating on the thought process behind the campaign, Manoj Pillai, Director, Thinkpot said, “Being present in almost every part of the country and going international, the brand needed a universal idea to be executed, which reflects their proposition of ‘Enhancing Vision’. The campaign is all about lighting the universe and lighting the old man’s world so that he is able to see.”
The ad portrays a man dressed in Vasan Eye Care uniform, who travels a great distance carrying an illuminated ball. He reaches a house where a grandfather is visually challenged. When the ball is placed in front of the grandfather, the light from the ball brings back the the old man’s eyesight. The ad ends with the voiceover: ‘We deliver the most precious thing in the universe… The universe’.
The campaign has been conceptualised and produced by Thinkpot Production and Maitri Advertising Works. Pillai has directed the TVC, while the music has been composed by Ram Sampath.
The TVC is currently on air in most national news channels, national GECs and regional channels, and will soon hit the theatres as well. This is the first Indian commercial ever to be shot in Slovenia. The master TVC has been executed in English and Hindi and dubbed in various launguages such as Punjabi, Bengali, Gujarati, Oriya, Marathi and so on. The work on dubbing in Arabic and Sinhalese languages is underway.
On the need for a national campaign, Santhosh Kumar, Head - Brand Communications, Vasan Eye Care said, “We had done six films previously, all targeted at the South Indian market. We didn’t have hospitals outside South India at that point of time and wanted to make sure that we had a minimum of 30 hospitals outside South India before we launch our national campaign. It didn’t make sense to advertise in national channels without being present in the rest of India. Today, we have 150 hospitals and are still expanding. Hence, it makes sense to come up with a national campaign at this point.”
Meanwhile, the creative fraternity finds the campaign simple and very well executed, but also feel that it should have paid more attention to the emotional angle.
“First and foremost I am glad this category has started advertising with more upped production values,” said Priti Nair, Director, Curry Nation. “I feel the execution is nice, I like the casting and I even found the the voiceover very different from the usual voiceovers. But the metaphor of holding the light in your hand and that signifying something has been done quite a bit in advertising,” she added.
“I, however, love the line: ‘We deliver the most precious thing in the universe… The universe’. It is superb and also placed well in the film. There was ample scope for a track, a vocal that would have made the film memorable. Don’t know why it was not explored or was and then abandoned. Also, I feel the emotional graph could have been pushed further in the second half, where the eyesight is actually delivered. Branding/brand name is to me still a question mark. All in all, that this category is engaging in doing storytelling with good production values is in itself heartening,” Nair further said.
Vinod Moolacherry, Chief Creative Officer, White Canvas too finds the campaign to have a simple narrative that is nicely filmed. He added, “It subtly and tastefully conveys what Vasan Eye Care does. But I wish the harbinger of light wasn’t wearing an orange-collared white coat, which I presume was there to reinforce the brand. This is when a strong emotion starts becoming a desperate hard sell. What the film definitely does is that it positions Vasan as a big player in the eye care category.”
Moolacherry added, “Having said that, I wonder why the film was shot in foreign locales. Was it to drive home the fact that Vasan is a ‘global brand’? I would have opted for a stronger Indian connect to make it more relevant to the Indian audience. Overall, nice. Mind blowing, definitely not.”