MUMBAI: Savlon, ITC’s leading health and hygiene brand, recently introduced Braille enabled packs of Savlon Antiseptic liquid. In line with ITC’s commitment towards an equitable and inclusive society, the first of its kind braille enabled packs have been designed not just to enable access but also in its simple way help the visually impaired to identify and access the product easily.
The genesis is a simple life insight – Everybody gets hurt. And individuals who are visually impaired are no different. But access to an antiseptic liquid is perhaps not that easy and they would have to wait for somebody to help tend to the wound. This forms the core of the new Savlon film and is the genesis of this initiative Agar chot aasani sey lage, toh madat bhi aasani se milni chahiye. The TVC narrative brings alive this simple insight through some everyday situations and is designed to provoke thought and encourage inclusiveness.
This initiative is to promote the rights and well-being of persons with disabilities in all spheres of society and development, and to increase awareness of the situation of persons with disabilities in every aspect of political, social, economic and cultural life.
The proactive initiative by ITC exemplifies the brand’s commitment to an empowering consumer experience. This year’s theme focuses on empowering persons with disabilities for an inclusive, equitable and sustainable development as part of the 2030 agenda for Sustainable Development. The 2030 Agenda pledges to leave no one behind.
Persons with disabilities, as both beneficiaries and agents of change, can fast track the process towards inclusive and sustainable development and promote resilient society for all, including in the context of disaster risk reduction and humanitarian action, and urban development. Governments, persons with disabilities and their representative organisations, academic institutions and the private sector need to work as a “team” to achieve the Sustainable Development Goals (SDGs).
On the occasion of international day of persons with disability, Sameer Satpathy, Chief Executive, Personal Care Products Business, ITC Limited, said, “In line with ITC’s commitment to serve a larger societal purpose and to create enduring value for all stakeholders, Savlon introduced this unique first of its kind braille enabled packaging in the FMCG space. The initiative is a determined step forward to create a more equal and inclusive society by enabling access. “
Pallavi Kadam, Executive Director, National Association for the Blind (NAB), said, “It is an incredible step forward and I would like to thank ITC Savlon for this initiative. Many of us have the gift of vision and not often do we realize the everyday struggles of the visually impaired especially when everything around is designed for people with vision. A braille pack is not only enabling but also makes it easily accessible for all. Definitely, an inclusive beginning!”
Piyush Pandey, Executive Chairman, Ogilvy India, further stated “It is not commonplace to find clients like ITC Savlon who are not only rooted in the realities of their consumer but also have a heart that believes in inclusive and positive change. The concept of making the antiseptic bottle easily accessible through Braille, to the visually impaired, is extremely empowering. I hope this marks a beginning in a category like FMCG which has a portfolio of everyday products!”