Milind Soman for CFS
Centre For Sight had a problem: Cataracts​
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They wanted to focus on the fact that they have one of the finest technologies for cataract removal, and people with cataracts should avail this procedure from no one else.
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We brainstormed with them on a few scripts and realised something deeper. Everyone has a cataract when it comes to the brand. As no one has optics when it comes to Centre For Sight, pun intended
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We proposed that we needed a brand film with a face. Someone who is not young, but can be. Someone who is old but is ready for what is to come to him at this stage of his life. Someone who is known for preparing for these things. Enter Milind Soman.
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We had a field day thinking about what this man can do for the brand, and that's where we got the answer: Milind Soman doesn't look his age. Maybe he should. And maybe age shouldn't blur his vision.
Picture this:
Milind Soman looks his age now (59 at the time)
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It's all over social media. Is age starting to catch up with him? Is he preparing for a role?
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And that is what we banked on for the digital leg of the campaign before and more importantly, on the day we launched it. Viral Bhiyani, who?
I swear I wanted to upload more
Here are a few popular mentions:
Doesn't that make you walk into the office and be like "I'm sorry where is my lion?"
It's never too late. Book an appointment today. I am personally not sposored to say this.
Nikhil thanks yaar vahi toh point tha bc. You get a drink on me whenever and if ever you find this.
Here are a few unpopular mention(s):
It was And And Brand Partners but since you thought about us that is more important.
So poor..send money to me. I will be DMing you with my UPI QR code.
On the social media pages, we revamped everything around this new addition:
A regular segment on the CFS social media is rebranded to >>>
And the trends followed as well:
My favourite part of this campaign wasn’t the reach or the numbers. It was when a friend of mine had the ad show up organically on his feed and said, “This is a nice ad.”
Another friend, already aware of my involvement, simply asked, “You know who made it?”
Moments like that matter more than any metric.
And the rest is histor-eye.
Haan I get it, it's a terrible pun but I couldn't think of a better ender.