OneTouch's TVC to feature Boman Irani and Simone Singh

Diabetes has emerged as one of the major healthcare concerns in India. According to a study conducted by the Indian Diabetes Federation, 65 million Indians are affected by Diabetes Mellitus. However, most of the diabetic patients are not aware of the dire consequences of uncontrolled diabetes. . It is, hence, important to make people aware of diabetes and its unintended complications. Simply cutting down on sugar intake would not suffice. In India, most patients go for a blood sugar level check once in 4 months. Blood sugar levels need to be proactively monitored once a day in order to prevent complications. In developed counties like the U.S. and Australia, people suffering from type-2 diabetes test their sugar levels 3 times a day, whereas in India patients test their blood- sugar levels once a week on an average. OneTouch, a leading global brand of glucometers has attempted to communicate this message to diabetic patients and their caregivers in a light- hearted manner through its latest TVCs.

OneTouch is a brand owned by Johnson & Johnson Diabetes Solutions (“JJDS”), a part of Johnson & Johnson. The company is the world’s largest healthcare company. J&J’s vision for JJDS is to create a world without limits for patients with diabetes. Amit Raheja, Director, J&J India said, “OneTouch is a leading player in the diabetes business. As of today, only ~25% of diagnosed diabetics use a glucometer. At Johnson & Johnson, we believe our first responsibility is towards patients and therefore, we focus on providing extremely high quality products at fair prices. Our goal is to partner with patients in leading healthier, happier and longer lives. We continue to rapidly expand our availability through retail chemists and online channels to ensure that patients can easily access OneTouch products.

The India team has recently launched the ‘Khud ki care’ (self-care) campaign for its OneTouch brand. OneTouch brand of glucometers and strips are simple to use. OneTouch has signed up Boman Irani and Simone Singh, after careful deliberation of their brand ambassadors. According to Sarosh Bharucha, Group Product Manager, Johnson & Johnson for OneTouch “We chose Boman and Simone as our patient target group can relate to them. The commercial is typical of a household setting, with fun and banter, which we believe is very effective in communicating the importance of regular testing.”

The 15 second TVCs will reiterate the importance of blood sugar monitoring at home and will be aired from 5th July on Hindi GECs, Hindi and English news channels as well as social media platforms. OneTouch will air its intense “Khud Ki Care” campaign to create awareness about diabetes in India in a light-hearted manner with Boman Irani and Simone Singh emphasizing the importance of regular checking blood-sugar level at home.

These 3 series of advertisements feature Boman Irani and Simone Singh in real life situations where a caring wife chides her incautious husband to help him be aware of his existing state. The two advertisements that would be aired as TVCs feature Boman in the role of a stereotypical husband who wants to make tea with little bit of sugar or do more crunches because of the Kaju Katli he had the previous day. Simone Singh is shown to play a strict wife who reprimands her husband and keeps a check on his blood-sugar with the help of OneTouch. The third advertisement which will be airing on digital platforms showcases Boman Irani skipping in the presence of his wife for making it up for the Samosas he had.

Vasudha Narayanan, Executive Creative Director of Lowe Lintas & Partners said, “Who likes to diet or exercise? But diabetics don't have a choice. They, in fact keep looking for ways to avoid it. That's the insight we used for ‘Khud Ki Care’ campaign.”