India is home to the world’s largest blind population – still they struggle to be part of the mainstream consideration and entertainment. Leading antiseptic brand Savlon took an initiative to include this population by re-launching its entire product packaging in Braille. This gesture made the pack accessible to visually-impaired also.

We made this step of inclusivity leap onto mass media on ‘World Sight Day’, by including broadsheets, cover pages and cover stories in Braille in some of India’s leading newspapers. Our initiative enfolded the blind on mass media, and shook existing apathy towards them.

Post our initiative, meaningful initiatives emerged, enfolding visually impaired into mainstream media.