Broad and Wide Advertising launches social awareness campaign for eye donation titled 'Experience Blindness'

Company Brief

New Delhi, April 26, 2012

Broad and Wide Advertising, has launched a unique social awareness campaign for eye donation titled 'Experience Blindness', which was initiated by Rotary Eye Bank Borivli at Mumbai. The launch ceremony was joined by famed TV actors of 'Tarak Mehta ka Ooltah Chasmah', Dilip Joshi and Disha Vakani along with producer of the show Asit Modi.

After unveiling the print campaign and participating in two activities related to the campaign, Dilip Joshi said, "Joining such initiatives are always satisfactory. After taking part in playing 'cricket blindfold', I felt how a blind person feels in his daily life. Vision is god's gift to human and what better if could gift vision after our death to somebody". He requested media people to take forward this issue.

"In one of the participating activity in which I was searching Dilip ji blindfolded, I was feeling choked. I was feeling helpless and now I can tell you how difficult it is to experience blindness," Vakani said.

Speaking on the occassion, Asit Modi said, "Joining over such noble cause is itself a pleasure and I thank the people from the bottom of my heart who are working for this."

In front of media people and honourable guests, Dhiraj Shah, MD of Broad and Wide Advertising said, "It is Rotary's first ever multimedia campaign and the biggest in recent times in Mumbai. We have started working on the campaign nearly 7 months ago and we have tried our level best to give a small contribution in Rotary's noble cause. Prior to this, we have also done a campaign for the same cause in Mumbai Marathon-2012. We are proud that as an organization, which is still in its budding process, we have got a chance to work on a social cause completely on CSR basis. We are planning to take this campaign nationwide."

Sudeep Sohni, senior copy writer and creative lead behind the campaign explained the motive of the campaign. In his official brief to the media he said, "The idea for the creative execution and communication is 'Experience Blindness'. The thought is adapted in to all communication mediums. Designed for a social cause, the campaign is having a positive approach, to-the-point communication, direct involvement of the people, cohesiveness in terms of creative joints, all touch point pullers to the people's insight, emotional yet simple communication, and most importantly conveying the thought without having an appeal to donate eyes."

The creative team includes Dinesh Bendre – Art Director, Prachi Shah –Account Executive, Mahesh Nagral, Sachin Adivarekar and Vidisha Shah.

Prior to this Dr. Bharat Pandya briefed about Rotary Club of Borivli's working and its continuous efforts in Mumbai in removing blindness. Mr. Ajay Gandhi from Rotary Club of Borivli thanked the guests and media in the end.

For further information, please contact:

Broad and Wide Advertising

Prachi Shah

Tel:+91 22 28999872

E-mail: prachishah.bnw@gmail.com