The campaign has an interesting execution, with different creatives being put up one after another at periodic intervals. The first creative of the campaign, 'The eclipse of eye', was rolled out in February. It showcased an image of an eclipse, relating it to the condition of the eyes due to diabetes. It carried a message in Hindi that read 'Aankhon ka grehan - diabetes iska karan ho sakti hai'. The creative targeted diabetes patients and focused on retina care. It highlighted the most common symptom of diabetic retinopathy, saying that if any diabetic patient experiences this symptom, then he or she should get the eyes checked for diabetic retinopathy.
The second ad, 'Black Board or Blank Board', targeted parents. The approach was to create awareness for paediatric eye care, which is otherwise overlooked by parents. The Black Board related to the students, especially children and highlighted that a child may not even be able to see the blackboard in the class if he/she is facing an eye problem. It urged parents to get the eyes of their wards checked regularly.
The third creative of the campaign, 'Ankho ke sabhi upchar ek hi jagah par' focussed on Vasan Eye Care's multispecialty feature.
Vikas Nahar, chief marketing officer, APB Impact, says, "Vasan Eye Care is better known for its incredible facilities and remarkable service. We tried to create awareness for its different services and products by incorporating the best strategic approach."
Abhishek Sharma, marketing head, Vasan Eye Care, comments, "Vasan Healthcare Group is known for its creative and aggressive brand promotions. We wanted to promote our first hospital in Madhya Pradesh with a different promotional campaign. The creatives and strategic input from the agency team fulfilled our expectations. The creatives received an amazing response, not only in Indore but in the rest of the western zone hospitals, too."
The six month outdoor campaign kicked off in February and will continue till August across Indore, Ahmedabad, Vashi, Kolhapur, Nashik and Navi Mumbai. The company plans to continue the campaign till Diwali and has asked the agency to come up with new creatives.