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Celebrity Ad Campaign - for India's largest eye care chain. 85+ centres, one Milind Soman, 20 million views.

 

Shortlisted at the ET Brand Equity Disruption Awards 2026 -
Best Celebrity Endorsement and Most Viral Campaign.
 

How a cataract PSA became a 20-million-view conversation.

 

Centre for Sight runs 85+ eye care hospitals across India. The brief was as functional as healthcare briefs come: educate people about cataract symptoms, and showcase the painless, ultra-modern treatment available at their hospitals.

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Healthcare advertising has a default register - clinical, cautious, fear-led. Compliant, but forgettable. To break out, the campaign had to feel like the opposite: warm, witty, watchable. Something a viewer might actually send to their parents.

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We brought in Milind Soman as the trust anchor and built a script that traded the white-coat formula for wit and vitality.

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